New York digital agency 360i creatives, Michele Jaret and Michelle Lamont, came up with the #Mamming Project to raise awareness of breast cancer and the importance of early detection. Lamont herself is a breast cancer survivor of more than 25 years.
They introduce the act of ‘mamming’ in a video starring Erin Daniels (whose character Dana Fairbanks died of breast cancer in The L Word), Jillian Bell, and Edi Patterson. In the light-hearted video, they encourage women to upload photos of themselves ‘mamming’ on Instagram with the #mamming hashtag.
The humorous film is aimed at taking the awkwardness out of getting a mammogram, and hopes to encourage women around the world to get a mammogram, stat.
[via Creativity Online]