Lay Your Boobs Flat On Instagram For Mammogram Awareness

#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.