To encourage women to embrace mammograms, a procedure that makes most women uncomfortable, the campaign #Mamming asks women to place their chests on any flat surface and then take an Instagram shot of themselves with the hashtag #mamming.
#Mamming was created for Breast Cancer Awareness Month by two female advertising creatives, one of which is a breast cancer survivor, and with the help of 360i, Shillick, Dirty Robber and Mass Relevance.
The campaign comes with a video that uses humor to introduce what mamming is and also emphasize the importance of getting a mammogram, which can help save lives through early detection of breast cancer.
The video shows two friends “mamming” around the city. A third friend joins them and attempts to “mam” until she finally creates “the most beautiful mam” her two friends have ever seen. The video ends with the women finally getting real mammograms.
You can show your support by sharing your own “mam” and visiting the campaign website.
Watch the video below.