Mamming

One in 8 women will be affected by breast cancer and right now, early detection is our best defense. But putting your breasts on a shelf, aka getting a mammogram, is awkward and not something people were talking about in the mainstream. We had an idea that would get people more comfortable with the conversation, and the procedure.

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It was the era of #Planking and a time when female advertising wasn’t really allowed to be funny. No one was talking about the importance of mammograms, so we decided to spark some major internet conversation with our globally viral “#Mamming” campaign, which, in a pre-TikTok era, generated hundreds of millions of earned-only impressions.