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, 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.
It’s the brainchild of New York ad agency executives Michele Jaret and Michelle Lamont.
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.”
On a mobile device? Watch the video here.
