Campaign Analysis 6 Essay Example

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JWT Sydney’s ‘I Touch Myself’
Campaign Analysis

Name ——————

Unit name ————

Unit coordinator ——

Table of Contents

31. Introduction

31.1. Background

41.2. Aim

41.3. Scope

42. Methodology and Research

52.1. Primary research

52.2. Secondary research

53. Analysis

64. References

1. Introduction

1.1. Background

Breast cancer in women is a worldwide problem and governmental bodies and voluntary organisations turn the attention of public towards its screening, surveillance, diagnosis, treatment and prevention from time to time. While many organisations work towards spreading the message, there are some campaigns that leave a mark on people and encourage active participation. The importance of such campaigns is stressed by the fact that Local Health Districts in New South Wales, including Sydney have been reporting new breast cancer cases from time to time (NSW Central Cancer Registry, nd). And the figures have been startling As per 2010 statistics the most common cancer in Australian women was breast cancer; the cases being reported were 14,181. The risk increased with age, touching 1 in 8 before women attained 85th year of age. The incidence is increasing and as per Australian Institute of Health and Welfare (2012) estimates it is assumed to touch 15,270 diagnoses in this year. By 2020, it is supposed to rise further to 17,210 new cases. As per a 2008 NSW Government statistics report, Sydney detected 151 new cases in a population of 1000,000, which meant a rate of 290.4 new cases in women between the age of 50-69 years and a rate of 115.8 among all ages (AIHW, nd).

JWT Sydney has been working to promote breast cancer awareness and recently got a thumping response to its ‘I Touch Myself’ campaign which it launched in April this year jointly with Cancer Council and friends and family of Chrissy Amphlett, Australia’s iconic vocalist who died of breast cancer a year ago. ‘I Touch Myself’, Chrissy’s popular song, gave JWT this idea for a tender rendition for a 2.5 minute video raising breast cancer awareness, featuring popular female artists — Megan Washington, Olivia Newton John, Katie Noonan, Sarah McLeod, Suze DeMarchi, Sarah Blasko, Kate Ceberano, Deborah Conway, Connie Mitchell, and Little Pattie. The song was made available on Google Play and iTunes and the proceeds from the sales to go to Cancer Council. JWT Sydney is known as a world class agency and in some credited for pioneering the communication business (, 2014).

1.2. Aim

The aim of this analysis is to discuss and reflect upon the current JWT campaign and its second phase that it launched soon after the first to raise breast cancer awareness among Sydney and Australian people hooked to digital billboards, radio, websites, television and other media. The analysis will attempt to see the effect of the campaign people, outcomes so far and its likelihood of spreading to other parts of the country carrying this message.

1.3. Scope

This analysis will focus primarily on JWT strategy to spread the message of breast cancer awareness among Australian women by using digital media and the power of technology and communication. This will see how JWT has been able to accomplish its goals and propagate the enormity of the breast cancer issue by showcasing one of Australia’s famous vocalists who succumbed to the disease.

2. Methodology and Research

Research was conducted from April 19 onwards and until April 30, 2014. The research began after watching ‘I Touch Myself’ a few days post its launch on April 14. Since the campaign had been launched just recently the research was mainly online. A close watch was kept on the newspaper reportage and whatever could be preserved was done with meticulous detail. This included a thorough account in the B&T Marketing and Media guide, some reports in The Drum, MuMbrella and Marketing Magazine Australia.

2.1. Primary research

The online search and the print media reports, which were as fresh as the campaign itself, formed the set of primary research on the campaign.

2.2. Secondary research

This secondary research is based on the theory that if real figures, celebrity or otherwise, are roped into the acts of creating awareness among common people, they start identifying with the message more than they would otherwise. Such communication increases viewer attention and persuasion (Buttle, Raymond, and Danziger 2000). In this case women are expected to identify with Chrissy and introspect if it could happen with a woman of her stature, why not with someone else?

3. Analysis

The campaign has been brought up with great subtlety; the subtleties of touch, touch of woman’s own body and its feel for a perceptible transformation in behaviour of a touch. It involves the power of sharing on social media by encouraging people to use hashtags #itouchmyselfie and #itouchmyselfproject to say how breast cancer has touched them in some form or the other. They can do this on Facebook, Instagram, Twitter and Google+.

The campaign also succeeds in attaining a paradigm shift in Chrissy’s son ‘I Touch Myself’, which was a rage of its time and becomes so yet again for a totally different reason. The campaign has been developed so painstakingly that Chrissy is again heard, post her death due to breast cancer, loud and clear to spread the message how this can be prevented.

4. References

Australian Institute of Health and Welfare. (2012). Cancer incidence projections: Australia, 2011 to 2020. Cancer Series no. 66. Cat. No. CAN 62. Canberra: AIHW.

Australian Cancer Incidence and Mortality (ACIM) Books – All Cancers combined for Australia (ICD10 C00-C97, D45-46, D47.1, and D47.3). Available: [Accessed April 30, 2014].

Buttle, H., Jane E. R., and Shai, D. (2000), Do Famous Faces Capture Attention? Advances in Consumer Research, 27, 245. (2014). JWT Sydney. Available Accessed April 30, 2014.

NSW Central Cancer Registry incidence data. (nd). ABS mortality data and population estimates (SAPHaRI). Centre for Epidemiology and Evidence, NSW Ministry of Health. Available: [Accessed April 30, 2014].