One in eight women are affected by breast cancer, and as it stands the best warning is early testing. But mammograms can be an uncomfortable experience. So when our partners at 360i approached us about creating a video that would both encourage women to get mammograms and to change the way we all viewed the test, we were honored and excited.
Playing off the social media trend of planking - lying flat on strange objects and in curious places - the hashtag movement Mamming was started.
We asked women (and men!) to instagram photos of themselves placing their (clothed) breasts on strange objects and curious places. The response was overwhelming.
In addition to receiving global press coverage from the likes of The View, Huffington Post and Buzz Feed, the campaign garnered over 332 million earned media impressions. In addition, among a slew of other awards, the spot picked up a Cannes Lion Bronze Award in the Charity/Non-profit category.