"Mamming" is a campaign that aims to inspire women to embrace the often uncomfortable disease testing process.

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.

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