The I Touch Myself Project, which launched in 2014 in honor of Chrissy Amphlett of Divinyls, is a very raw and real look at the importance of breast health awareness. The lyrics to the iconic song provides listeners with completely new context and frames the narrative as a reminder to women on breast health and self-examination.

The original project was accompanied by an ad spot with female artists Olivia Newton John, Sarah McLeod and Connie Mitchell and delivered a powerful statement that is hard to ignore.

From an advertising perspective, the original video ran across traditional, social and digital media and was viewed more than 300,000 times. It was also featured 437 times across print, television, radio and online media.

In addition to raising the profile of breast cancer awareness, it also garnered numerous awards, including the esteemed Clio Awards, the Cannes Lions Advertising Awards and the D&AD Professional Awards. It might also be helpful to note that if Speaking Human had an awards program, it would would have won a “Gold Human” because we like it that much.

Now that Breast Cancer Awareness Month is upon us again (October for those forgetful humans out there), the project continues to inspire activism, with Serena Williams as the spokeswoman. The tennis superhero has recorded a version of the song that will premiere and run through the month, promoting the early detection of breast cancer and inspiring women to follow her lead.

Help spread the message and share the anthem with #itouchmyselfproject on social media.

What do you think of this campaign featuring Serena Williams?