Last year, Australian rock diva Chrissy Amphlett, of the Divinyls, died from breast cancer. In a final interview, Chrissy said her infamous song ‘I Touch Myself’ should be the breast cancer song.

The ‘I Touch Myself Project’ reinvents her song about female sexuality into an anthem for breast cancer to once again inspire a generation of women to touch themselves. Working with prominent and influential Australians from all walks of life, the #itouchmyselfproject was launched in the lead up to the anniversary of Chrissy’s death and has grown to become an iconic breast cancer anthem for the Cancer Council.

The site is both a breast cancer awareness message and a tribute to Chrissy’s legacy. It is a snapshot of her place in history with a timeless breast cancer message. Designed around the project’s centrepiece - a music video, the raw & stark feel is complemented by a minimalist interface. A hint of purple sampled from a classic Divinyls album cover alongside the black and white photography gives the website a distinct 80s-era feel.

The site is designed to provide a full experience across desktop & table, with the mobile site focussed on content and social participation aspects of the project.

Over 250,000 Australian women visited the site in the first 2 weeks averaging unique session times of 7mins. Critically, 80% of these visitors got in touch with their breast health, through the self examination information and facts section of the site. The greater campaign, including the social and PR aspects, helped the project reach 47% of Australian women and #itouchmyselfproject became a trending topic on Facebook for 2 days.

A project with no media budget, just a powerful message from Australia’s greatest rock diva, help achieved $AUD4.3 million in media exposure, was picked up internationally by media inc. the Huffington Post, Rolling Stone and Billboard magazines - an unconventional place for a breast cancer message.