I Touch Myself Project X Serena
<Berlei>
Serena William’s Instagram post touched over a billion people during Breast Cancer Awareness Month.
The bra brand Berlei has supported women’s breast health for over 100 years. For Breast Cancer Awareness Month, Berlei wanted to create a breast health message that would reach women in every corner of the globe – a giant mission with a tiny budget.
We approached one of the world’s greatest influencers who, despite not having sung professionally before, agreed to become a champion for women’s health for no fee. With an influence trust score of 98%, it meant that when Serena Williams sang, women listened, touching over I.12 billion people across 95 countries and increasing the conversation about self-detection by 252%. By lending her voice to the Project, Serena reached women who would normally ignore public health messages and put the importance of early detection on the global stage.
1.12 Billion Reached 95 Countries 252% Increase in Self-Exam Conversations
Awards Cannes, D&AD, One Show, Gerety Awards, AWARD, Logies
The case study.
The music video.
Our OOH poster was shot by the brilliant Paola Kudacki and acquired by America’s only poster museum, Poster House New York, as part of the museum’s permanent collection.
Project Links
Good Morning America
2018 Campaign Site