Serena Williams Champions Women’s Breast Health

“Serena is a passionate believer in women taking care of themselves and, although she has never recorded a song before, chose to sing this breast health anthem as a powerful reminder of the importance of self-examination,” explained Simon Langley, J. Walter Thompson Sydney ECD.

serena-williamsTennis superstar Serena Williams has recorded a Breast Cancer awareness anthem ‘I touch myself’, as part of an inspirational campaign.

The anthem which coincide with International Breast Cancer Awareness Month in October will be used across multiple channels in an awareness campaign urging women to ‘touch themselves’ as the best way to stay on top of their breast health.

Serena’s 1min20’ version of the song – to be released on social – spearheads the new campaign activity, as a music video directed by Daniel Askill, the Grammy-nominated director of Sia’s Chandelier. A 60’ version has also been developed for TV. The track ‘I touch myself’ was originally recorded by celebrated diva Chrissy Amphlett of the Divinyls, who passed away from breast cancer in 2013.

Serena’s recording is supported by other campaign executions include print, outdoor, online, and a microsite, all developed by J. Walter Thompson.

“Serena is a passionate believer in women taking care of themselves and, although she has never recorded a song before, chose to sing this breast health anthem as a powerful reminder of the importance of self-examination,” explained Simon Langley, J. Walter Thompson Sydney ECD. “Getting young women to pay attention to a breast cancer message isn’t easy. But grabbing their attention with the things they love is. So we decided to start this important conversation by speaking to some of their greatest passions: music, sport and celebrity. And Serena is no ordinary celebrity. She’s a strong, powerful ambassador who is not afraid to stand up and make herself heard on the issues close to her heart.

“We’re honored to have such an advocate for women’s health take part in this important campaign,” Langley continued. “Her inspirational voice and strength of character comes through loud and clear on a multitude of channels, and continues the legacy of the I Touch Myself Project that has already helped so many women get in touch with their breast health.”

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