#Mamming
A meme that helped prevent breast cancer
Early breast cancer detection saves lives. So to raise awareness for mammograms, an awkward procedure that requires laying your boobs flat on the machine, we started a meme that encouraged people to be similarly awkward on Instagram. It pretty much went viral (and it had to, because it was a pro-bono project with like no promo budget).
Results
37k
37K
Uses of the hashtag
186
186
Countries participated
Countries participated
320MM
320MM
Earned media impresssions
Credits
Credits
Creative Direction in partnership with Dave Yankelewitz and Michele Jaret
Copywriter: Michelle Lamont
Art Director: Michele Jaret
Producer: Jamie Florence
Role: Creative Direction in partnership with Dave Yankelewitz
Copywriters: Sahloimy Notik, Heather English, Paul Elicker
Art Director: Chad O'Connell
Designers: Peter Chang, Yossi Belkin
Producers: Jamie Florence, Lucy Scott
Press
The View, The TODAY Show, The Huffington Post, Buzzfeed, USA Today, The New York Daily News, Creativity Pick of The Day & Top 20
Awards
Cannes Lions Bronze
Clio Awards Shortlist
New York Festivals Shortlist
Shorty Awards Finalist
Golden Award of Montreaux
work
Oscar Mayer / SizzlProject type
Verizon / Super Bowl LIIProject type
Verizon / Super Bowl LVProject type
Parental ControlsProject type
Oscar Mayer / Bacon Alarm ClockProject type
IBM / Alex Da Kid x WatsonProject type
Qualcomm / LifelineProject type
NASCAR / The Hashtag 500Project type
Oreo / LaboratoriumProject type
Verizon / Pay It Forward LIVEProject type
Oreo / Red VelvetProject type
Oreo / Mini DeliveriesProject type
Oscar Mayer / Wiener RoverProject type
Oreo / S'moreyProject type
#MammingProject type
Oscar Mayer / Say It With BaconProject type
Oscar Mayer / Bacon BarterProject type