Cancer Council NSW: The 'I Touch Myself' Project

This case study describes how Cancer Council NSW, a non-for-profit cancer awareness organization, raised the Australian public's awareness to breast cancer using a music-led campaign.

Cancer Council NSW: The 'I Touch Myself' Project

Agency: Hill+Knowlton Strategies, AustraliaClient: Cancer Council NSW

Summary statement

Aside from reaching an estimated audience in excess of 400 million – for example, within the first 12 hours, the I Touch Myself Project received a mention every 15 minutes across Australian broadcast media, featuring on allmajor Australian television networks and garnering over 330 media clippings globally – this campaign's success was much more than just its widespread cut-through on both mainstream and social media. Over the first two weeks, a staggering 47 per cent of...

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