Mamming. It's about capturing pictures of breasts pushed up against a surface. It's the latest social media craze thought up by two New York creatives from 360i. Pervy? No. It's just good fun and it's all about raising breast cancer awareness.
The two creatives, Michele Jaret and Michelle Lamont, came up with the social media meme as a way of getting women to think about breast cancer and getting a mammogram. Lamont has recovered from breast cancer.
Here's what Mamming involves: Simply take a picture of your (clothed) breasts perched on anything at all, and post the picture on social media using the #mamming hashtag.
Mamming has already started working its way through social media, much like the infamous planking meme.
Already there are scores of images of women (and some men, too) perching their breasts in some interesting situations.
The project has been launched via a YouTube video starring actors Erin Daniels, Edi Patterson and Jillian Bell.
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