First there was planking. Then tebowing. Then came owling. And hopefully we’ve all forgotten that Miley Cyrus twerking thing.

Now the latest craze to hit social media is called “mamming”. And yes, it involves your BOOBS.

For the uninitiated, mamming involves taking a photo of your (clothed) breasts sitting on anything. They could be perched on a bench, or a can of Sprite, or a cat’s head.  The craze was developed by Michele Jaret and Michelle Lamont, two creatives from the New York digital marketing agency 360i who started the project to “remind women to take action and get a mammogram early if they suspect a problem”. Participants are also encouraged to post photos on the official mamming website and Instagram account.

Lamont, a breast cancer survivor, says the response has been positive overall but “there have been some people wondering how a campaign like this is going to ‘cure’ breast cancer”.  “When I was sick, I asked my doctors about a cure – one actually told me that the best cure we have is prevention,” she said in an interview with The Daily Mail.  “Prevention is screening, like mammograms and self-exams, and they are the best tool we have to catch cancer early – and catching it early is how we beat it.”

“We wanted to do something that focused on the woman as being responsible for her breasts and her health. Overall, we hope that mamming reminds women to get screened, and maybe makes them feel a little less awkward about putting their boobs in the mammogram machine.”

Here are some of our favorite pics and the YouTube clip that launched the initiative.

http://youtu.be/zbP4h8Jud4A

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