Fresh off its silver win in Cannes fr the Branded Content and Entertainment category JWT's 'I Touch Myself' campaign has had claims it was sexually suggesttive rejected by the Advertising Standards Board.
The ‘I Touch Myself’ project features 10 iconic Australian female artists, together singing Chrissy Amphlett’s hit song from the 1990s, ‘I Touch Myself’. The aim of the campaign was to honour Chrissy Amphlett’s memory following her death from breast cancer in 2013, and to transform the song into an anthem for breast cancer awareness.
Some of the complainants said they found the advert offensive, however the ASB agreed with the advertiser in that the campaign received a positive response and was not sexually suggestive in any way.
“the positive response from both the community and the media to the campaign clearly demonstrates that it is in line with prevailing standards and morality,” The Cancer Council NSW said.
“All media coverage of the campaign has been of a positive sentiment, and direct feedback we have received from the community has reflected overwhelming positive support for both the campaign and its message.”
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