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Mamming

Mamming

Part of a series on Photo Fads. [View Related Entries]

Updated Dec 30, 2019 at 09:44AM EST by Y F.

Added Oct 22, 2013 at 05:41PM EDT by Don.

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About

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.

Origin

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)



Spread

On the same day, the This is Mamming[1] 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[7] (shown below, right).


WATCH OUR VIDEOI is about embracing the awkwardness of mammograms Read more >> ved

On the following day, the #Mamming video was submitted to the /r/advertising[5] subreddit and highlighted on the advertising blog Awful Advertising.[6] Also on October 16th, the viral content site BuzzFeed[2] published an article about the trend, which highlighted several animated GIFs from the #Mamming video (shown below).



In the coming days, the hashtag campaign was reported on by several news sites, including Business Insider,[3] Fast Company, [4] UpRoxx[8] and The Daily Mail.[9]

Notable Examples

As of October 2013, over 270 photographs have been uploaded to Instagram with the hashtag "#Mamming."[10]


FREE FRI

Search Interest

External References

[1] This is Mamming – This is Mamming

[2] BuzzFeed – Laying Your Boobs On Things For Breast Cancer Awareness Month Is The Next Big Thing

[3] Business Insider – The Latest Viral Trend

[4] Fast Company – Laying Your Boobs on Stuff is a New Meme

[5] Reddit – Loving the hell out of this new campaign to promote mammograms

[6] Awful Advertising – Mamming

[7] Instagram – followsarahg

[8] UpRoxx – The Mamming Meme Wants You To Use

[9] The Daily Mail – An internet craze too far? Women put their breasts on things in new mamming fad

[10] Statigram – Mamming

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