‘#Mamming’ = Boobs on Stuff

By Erik Oster Comment

Everybody loves boobs, and everybody hates cancer. So it’s hard to miss with a breast cancer awareness video, especially when you employ humor.

That’s what two female advertising creatives (including a breast cancer survivor), along with 360i, Dirty Robber, Schillick and Mass Relevance, did by creating “#Mamming,” “a chance for all of us [yes, even guys] to show solidarity with the millions of women getting mammograms this Breast Cancer Awareness Month.”

“What is this ‘mamming,’ you speak of?” you’re probably asking. #Mamming is “the act of laying your (clothed) boobs on a flat surface.” Boobs. On (flat) stuff. Got it? Since mammograms are an awkward procedure (that could save millions of lives through early detection), embracing that awkwardness can make it a lot easier for everyone. Solid reasoning, and the execution works well, too.

The “#Mamming” video introduces the concept with a woman casually (awkwardly) mamming during a conversation. Her friend asks her what she’s doing and she gives her a demonstration. Then the two proceed mamming around the city: at the video store, the pizzeria, in a cab, at the gym. Their friend joins up with them and, after a few failed attempts, finally nails mamming. The video ends with one of the women getting an actual mammogram. It’s a funny little video, and a clever way to promote the importance of mammograms for early detection.

So now that you know what mamming is, why don’t you give it a shot? You can enter your mamming photos, and see others’ submitted mamming photos, at thisismamming.com.

There was just one little fly in the ointment here. Mamming wasn’t on Urban Dictionary, so it kind of wasn’t a real word. But I took care of it and submitted a definition. Hopefully it gets posted soon. You’re welcome.