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Laying Your Boobs on Stuff Is A New Meme—And Could Save Your Life

Creatives from agency 360i invent "mamming," a new meme with meaning.

Mammograms are uncomfortable and awkward (not to mention expensive), so plenty of women decide not have them. To remove the intimidation factor from the annual check up, breast cancer survivor Michelle Lamont and her friend Michele Jaret, both of ad agency 360i, invented the breast equivalent of planking. It's called "Mamming," and it's when you lay your boobs on stuff.

As shown in this video, starring The L Word actress Erin Daniels (her character died of breast cancer in the show), Jillian Bell from Workaholics and Edi Patterson from The Groundlings, you can lay your boobs on nearly anything: the counter at the pizza shop, a brick wall, a parking meter and, of course, the mammogram machine at the doctor's office. So for the rest of Breast Cancer Awareness month, Instagram some photos of yourself #mamming. You're sure to get funny looks, but you might save someone's life.

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  • Guest

    Utterly insulting to women who currently have or previously had breast cancer, particularly the ones who were left with completely deformed breasts or none at all! This doesn't spread awareness, This is an extremely LOW attempt at publicity. Making personal gain off of a terrible disease just because the pinkwashing epidemic is at an all-time high is repulsive! You should be ashamed of yourselves! I would think that someone whom has been through BC would have a little bit more sensitivity to the rest of the women suffering, battling, surviving, scarred or dying of such a dreadful disease. Exactly HOW does this spread "awareness?" There's no message to be derived from such a post. Just another idiotic publicity stunt being pulled off under the facade of "breast cancer awareness," much like the FB status crap (which also sent NO message & also left out half of the population; the men)! I think we're all AWARE of breast cancer! Hpw about we start focusing our attention more on research & prevention!? This is how we can truly win the battle against breast cancer. SMMFH!

  • Catherine

    Oh come on, get a sense of humour. I know plenty of cancer survivors who will love this!

  • Francesca

    And I know plenty of cancer survivors who hate this. See how that works? It's called anecdotal evidence. Unfortunately, the bigger issue here is with mammograms. The women being targeted here are young: 20 to 30-year-olds. It's heavily documented that mammograms don't work that well on younger women with denser breast tissue. We should be looking at funding better detection technologies, not posting gratuitous photographs of our breasts online under the guise of "awareness". Infrared and ultrasound are less invasive (both in terms of comfort and radiation dose) yet X-ray screening (mammogram) is performed as the most cost-effective mass screening procedure? Being aware of changes in our bodies is vital in the early detection and prevention of all illnesses, and we hear this enough without being told by two ad execs that we should all rush out and get mammograms. If this 'meme' were targeting older women, sure- but how many 50-year-olds can you envisage 'mamming' on social media? I have the answer: none.

  • P.J.S

    You keep using that word, meme, but it doesn't mean what you think it means. Memetics is involved in human communication. One does not make a meme. It spreads naturally. This is nothing more than a cheap publicity campaign with a semi-effective premise and purpose.

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