Serena Williams Records ‘I Touch Myself’ Song and Video for Breast Cancer Awareness Month

While she is well known for her power on the court, Serena Williams has for the first time channeled her energy into the recording studio for an emotive rendition of the Breast Cancer awareness anthem ‘I touch myself’.

Launched to coincide with International Breast Cancer Awareness Month in October, this marks the latest in an inspirational campaign developed by J. Walter Thompson Sydney, in partnership with Australian bra brand, Berlei.

MORE: Serena Williams Grooving in her Bra for Berlei’s #DoItForYourself Campaign in Australia


 

The wide-ranging campaign urging women to ‘touch themselves’ for breast health, was first launched by J. Walter Thompson back in 2014.

The initial rendition of the song was sung by Divinyls’ member, Chrissy Amphlett back in 1990. She passed away from breast cancer in 2013.

This year the campaign includes an 80-second music video, directed by Grammy-nominated director Daniel Askill, that features Williams singing the song. There will also be a shortened version for television.

Here is a teaser:


 

“Getting young women to pay attention to a breast cancer message isn’t easy,” said Simon Langley, executive creative director, J. Walter Thompson Sydney.

“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.”

Campaign Poster

To coincide with the campaign, Berlei has additionally released a limited-edition snakeskin print rock star inspired range. Named ‘The Chrissy’ after Chrissy Amphlett,

The limited-edition line includes a T-shirt bra which is lined with the words “I Touch Myself” to remind women to examine their breasts for early signs of breast cancer when they are getting dressed each day. Also available is Post-Surgery Bra, designed specifically for women who have undergone breast cancer surgery.

All profits from the campaign will be donated to Breast Cancer Network Australia (BCNA).

“We’ve been thrilled to bring together our long-term Berlei ambassador Serena Williams, and the I Touch Myself Project, uniting for a common purpose and to raise money for Breast Cancer Network Australia,” said Andrea Michelle, marketing manager at Berlei.

Credits:

I Touch Myself Credits

Starring: Serena Williams
Director: Daniel Askill
Music Director: Charley Drayton
Chorus Harmony Vocal: Chrissy Amphlett
Music Producer/ Programmer /Mix engineer /Guitar/ Visual music arranger: Pat Thrall
Recording voice coach to Serena Williams: Koo Abuali
Original music track – I Touch Myself
Original Songwriters: Christina Amphlett, Tom Kelly,  Billy Steinberg, Mark McEntee

Creative and Strategy: J. Walter Thompson Sydney
Executive Creative Director: Simon Langley
Associate Creative Director: Sinead Roarty
Senior Creative / Art Director: Alex Antoniou
Client Services Director: Ana Lynch
Senior Strategist: Heather Morrison
Social Media Strategist: Craig Mack
Account Manager: Ellie Sutton
Account Manager: Bronte Rohrig
Senior Producer: Amanda Slatyer
Senior Producer: Tracey-Lee Permall (Hogarth)
Microsite: Mirum Australia

Music Studio: Song Zu Sydney
Production Company: Collider
Executive Producer: Sara Greco – Strangelove
Producers: Lucy Bidwell & Lucy Pilkington
DoP: Todd Banhaz.
Editor: Lorin Askill
Post Production – Hogarth

Client: Berlei
Division Manager: Holli Michelle
Marketing Manager: Andrea Michelle
Brand Manager: Chontelle Clark

Media: OMD Melbourne
Business Director: Kylie Pascoe
Account Director: Camilla Wallace
Account Manager: Jasmine Poole
Public Relations – MINT
Client Services Director: Miranda Bryce

 

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