On April 21, 2013 Chrissy Amphlett, singer of the Billboard 100 top charting single “I Touch Myself”, died of Breast Cancer. The following year Chrissy’s family and friends and Cancer Council NSW launched the breast cancer awareness project “I Touch Myself” as a tribute to her. Today, Serena Williams posted a video singing the iconic melody to call attention to Breast Cancer Awareness month.
The campaign features the superstar athlete in a portrait-style video, striped nude to the waist, cupping her exposed breasts. The vulnerability of the video is meant to highlight the importance of searching for signs of breast cancer, such as checking for lumps as a practice for early detection. Right now 1 in 8 women will be diagnosed with breast cancer. Yet early detection offers a much greater chance of beating it.
The video posted to Serena’s Instagram account less than 10 hours ago and has racked up more than 1,000,000 views. From an awareness perspective this is a grand slam for Serena Williams.
For more information on the “I Touch Myself” project or for more information about early detection visit the website here.