Michelle Lamont and Michele Jaret, the creative heads of 360i Creatives - a digital agency in New York, created a 'breast surgery video' which has gone viral. The video on YouTube is called "#Mamming" posted by 'This is Mamming'.
October being the Breast Cancer Awareness Month, the #Mamming Project has been designed to raise awareness for breast cancer in a unique way. The video asks you to lay your breasts on almost anything, take a pic of it and post it on Instagram for encouraging more women on mamming where it actually matters the most, at the doctor's office. The video, in a funny way, motivates women to have their breasts tested on a regular basis to be aware of their safety from cancer.
Ms Lamont, one of the creators of the video, is a breast cancer survivor herself. The video promotes early detection of breast cancer just by being aware of medical possibilities. This can only be done by having regular tests by a doctor.
The video features Edi Patterson, Erin Daniels and Jilllian Bell. Interestingly, Ms Daniels' earlier portrayal of Dana Fairbanks in The L Word had to face similar medical conditions as the character died of breast cancer. The best part of the humorous video is that it addresses the awkwardness of getting a mammogram test in an extremely naughty manner. Women are encouraged to lay their boobs on tables, barbells, pizza delivery counters and get them photographed only to post them on Instagram.
Video courtesy: YouTube/Underground Press
The video has gone viral and watched by almost 50k viewers in no time. On the other hand, Instagram is already flooded with #mamming photos. Different women from different age group with different shapes and sizes have come up to support the cause and posted their pics mamming on different stuffs like tables, photocopier and computer keyboards. One of them put her breasts on a finished food plate and captioned the pic with the information that her breasts were hungry.
Interestingly, the campaign is not restricted to women only. Even men are posting their pics on Instagram in similar posture. While some are using melons to give such a pose, some are taking advantage of their man-boobs and supporting the awareness campaign.
Watch the #mamming video here:
Video courtesy: YouTube/This Is Mamming
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