Forget planking — the latest craze is ‘mamming,’ in which women put their breasts on random objects.
Planking and owling are so over.
Mamming is the hot new craze sweeping the Web, where women (and some men) take pictures of themselves after putting their breasts down on random objects.
But mamming has another purpose: encouraging women to get mammograms.
But, unlike the fads that came before, it does have a serious message as it aims to inspire women to get a mammogram if they suspect a problem with their breasts.
The craze was created by two advertising executives, one of whom is a breast cancer survivor.
It’s the brainchild of New York ad agency executives Michele Jaret and Michelle Lamont.
‘#Mamming is a chance for all of us to show solidarity with the millions of women getting mammograms this Breast Cancer Awareness Month,’ reads the website.
Breast cancer survivor Lamont, 25, said that when she was sick doctors told her “the best cure we have is prevention.”
The duo now hopes the craze will help boost early detection rates, which are vital to fight the killer disease.
“#Mamming is the act of laying your (clothed) boobs on a flat surface,” they wrote on their website. “Like a counter. Or a bench. Or the body of a person who is #planking.”