I Touch Myself Project X Serena


In 2018, we did a follow-up like no other – touching over 1.25 billion people across 95 countries and increasing the conversation about self-detection by 252%. Despite it being out of her ‘comfort zone’, one of the world’s greatest influencers agreed to front the campaign. With an influence score of 98%, it meant that when Serena Williams sang, women listened: creating the most retweeted post, the most talked about campaign on Instagram, and the most watched video during International Breast Cancer Awareness Month. By lending her voice to the Project, Serena became a champion for women’s health, and put self-checking on the global stage.



Serena Williams


Music Director

Charley Drayton

Music Producer/ Programmer /Mix engineer /Guitar/ Visual music arranger

Pat Thrall

Original music track

I Touch Myself

Recording voice coach to Serena Williams

Koo Abuali

Music programmer & Co-Producer

Joey Sherrett

Editing Engineer

Andy Snitzer

I Touch Myself Project Ambassador

Rahni Sadler

Original Music Track Songwriters

Christina Amphlett

Tom Kelly

Billy Steinberg

Mark McEntee

I Touch Myself Project, LTD Directors

Charley Drayton

Marcia Mason

Bernard Drayton

Music Studio

Song Zu Sydney



Daniel Askill


Lorin Askill

Executive Producer

Sara Greco


Lucy Bidwell


Lucy Pilkington

Hogarth Post Production

Executive Producer

Samantha Daley

Senior Producer

Tracey-Lee Permall

Senior Producer

Amanda Slatyer

Post Producer

Erin McGookin


Billy Wychgel

Online Artist

Viv Baker

Online Artist

Jonathan Hairman

J Walter Thompson, Sydney

Executive Creative Director

Simon Langley

Associate Creative Director

Sinead Roarty

Senior Creative

Alex Antoniou

Managing Director

Paul Everson

Client Services Director

Ana Lynch

Chief Strategy Officer

Angela Morris

Senior Strategist

Heather Morrison


Marketing Manager

Zoe Hayes

Marketing Manager

Andrea Michelle

Brand Manager

Chontelle Clark

Sony ATV, Sydney

Managing Director

Damian Trotter

Licensing Manager - Commercial Advertising & Film

Ben McGowen

General Manager

Wendy Richardson

Joint Head of A&R

Maree Hamblion

Many people and organisations have generously given their time and passion to bring the 2018 Project to life.
Katrina Aqualia Grant Anderson Jack Blades Jess Bonney Miranda Bryce Nick Bryning Meg Drummond Madeleine Ellis Natasha Gross Maree Hamblion Adele Kershaw Paola Kudacki Yuqi Li Angela Meadows
Michael Messih Kesha McLeod Flip Playford Nicholas Ramunni Emmanuelle Revelut Bronte Rohrig Ramesh Sathiah Matt Sheeky Abby Sie Jill Smoller Ellie Sutton Ashleigh Shute Claire Van Heyningen Haydn Walker