A meme that helped prevent breast cancer

#MAMMING

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

57K

Uses of the hashtag

186

186

Countries participated

Countries participated

320 MM

320 MM

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

Creative Direction in partnership with Dave Yankelewitz and Michele Jaret
Copywriter: Michelle Lamont
Art Director: Michele Jaret
Producer: Jamie Florence

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