Mamming: The breast cancer campaign that stands out - San Diego, California News Station - KFMB Channel 8 - cbs8.com

Mamming: The breast cancer campaign that stands out

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SAN DIEGO (CBS 8) - First there was planking, and now there's Mamming and you do it with your breasts. There's really no other way to explain it.

It's a new craze in the fight against breast cancer, Mamming defined as: the act of laying your clothed boobs on a flat surface.

Thousands are doing it - both women and men - and social media is blowing up with pictures that support the campaign.

"We wanted to do something to be actionable and different and that was going to target a younger audience and get more people involved," explained Michelle Lamont.

Mamming is the brainchild of Michelle Lamont and Michelle Jaret who work at a digital marketing agency in New York, but the Mamming campaign is their personal, passion project.

Lamont was diagnosed with breast cancer last year, at the young age of 25. She finished treatment on June 11. She says Mamming is not meant to be sexual or insensitive, the goal is to save lives.

"I heard about it yesterday and I went, oh, what's that mean and I thought it was some kind of awful icky thing," said Laura Farmer Sherman.

Sherman is Executive Director of Susan G. Komen for the Cure, San Diego and she says after researching the meaning of Mamming, she's a supporter.

"Because I was one of those women who hadn't gotten a mammogram, was 42 and I was too busy to get a mammogram and then I was diagnosed with a really terrible kind of breast cancer and almost died," said Sherman. "So my message is, whatever we need to do to help our sisters and aunts and moms get that mammogram, that's a good thing."

"I've seen a couple people who've said, oh, this is so insensitive to people who've had a double mastectomy, which I have had," said Lamont. "So it's not about showing off your boobs or anything. It's just about being awkward and silly in public to inspire people to be awkward in a place where it really matters like a doctor's office."

Leading some to wonder, what cancer fighting hashtag is next?

"I'm not sure about prosting, but I do think it's an interesting creative direction."

Who knows, there could soon be a new campaign in the fight against prostate and testicular cancer.

Also there's still time to sign up for the Race for the Cure held Sunday, November 3 at 8 a.m. in Balboa Park

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