For October, American pro tennis player Serena Williams raises awareness for breast cancer with her performance of The Divinyls' global hit 'I Touch Myself.' Originally, the song is about celebrating female pleasure, however, in an incredibly intimate video, Serena Williams encourages women to "self-check regularly."
The video depicts the topless tennis player, belting 'I Touch Myself,' her breasts cupped in each hand. With minimal instrumental accompaniment, the video definitely hits a note and successfully advocates for awareness for breast cancer across the board. The piece is a part of a project by Berlei — a bra brand in Australia that was launched in honor of The Divinyls frontwoman Chrissy Amphlett who passed away in 2013 from breast cancer.
What Makes This Trend Stand Out
- Athlete-headed Breast Cancer Campaigns
- Opportunity for athletes to use their platform to raise awareness and advocate for breast cancer
- Celebrity Performance for Social Causes
- Using celebrities to bring attention to important social issues and campaigns
- Intimate and Impactful Awareness Videos
- Creating powerful and intimate videos to effectively communicate and advocate for important causes
Sectors Adopting This
- Sports Marketing
- Utilizing athletes as brand ambassadors for social causes
- Entertainment Industry
- Involving celebrities in campaigns to generate mass attention and engagement
- Fashion and Apparel
- Partnering with fashion brands to create impactful awareness videos and promote social causes through merchandise
