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Mamming is a photo fad that involves taking a selfie with one’s breasts resting on top of an object and sharing it on Instagram under the hashtag #Mamming. The idea was conceived by cancer suvivor Michelle Lamont and art director Michele Jaret in commemoration of the National Breast Cancer Awareness Month, which is observed in the United States throughout October every year.
On October 14th, 2013, Lamont and Jaret launched the ThisIsMamming YouTube channel with a video demonstrating the pose and encouraging Instagram users to share their own photographs to promote breast cancer awareness. (shown below)
On the same day, the This is Mamming website was launched with a grid-view display of #Manning photographs found on Instagram (shown below, left). Also on October 15th, 2013, Sarah Fullen Gregory of The Gregory Brothers posted a #Mamming photograph to Instagram (shown below, right).
On the following day, the #Mamming video was submitted to the /r/advertising subreddit and highlighted on the advertising blog Awful Advertising. Also on October 16th, the viral content site BuzzFeed published an article about the trend, which highlighted several animated GIFs from the #Mamming video (shown below).
As of October 2013, over 270 photographs have been uploaded to Instagram with the hashtag “#Mamming.”
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