Lay Your Boobs Flat On Instagram For Mammogram Awareness

#Mamming Project Is Brainchild Of Agency Creatives

Published On
Oct 17, 2013

Editor's Pick

#Mamming is the brainchild of Michele Jaret and Michelle Lamont, both creatives at New York digital agency 360i. To raise awareness of breast cancer and the importance of early detection (Lamont is herself a 25- year-old survivor), the pair are encouraging women to Instagram and share photos of themselves #mamming -- ie laying their breasts flat on something, as you do in a mammogram. The pair teamed up with actress Erin Daniels (whose character Dana Fairbanks died of breast cancer in The L Word), Jillian Bell from Workaholics and Edi Patterson from The Groundlings for this humorous film promoting the idea, which is aimed at taking the awkwardness out of getting a mammogram and getting women to "mam" where it most matters -- at the doctor's office.


Oct 17, 2013
Brand :
This Is Mamming
Client :
This Is Mamming
Agency :
Art Director :
Michele Jaret
Copywriter :
Michelle Lamont
Creative Director :
Aaron Mosher
Creative Director :
David Yankelewitz
Chief Creative Officer :
Adam Kerj
Tech Developer :
Brian Blakely
Tech Developer :
Robert Durbin
Producer :
Jamie Florence
Director :
Production Company :
Dirty Robber
Data Aggregation :
Mass Relevance
Talent :
Erin Daniels
Talent :
Jillian Bell
Talent :
Edi Patterson

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Project Type