In the past few days, you may have come across #Mamming, a Twitter and Instagram trend in which women photograph themselves pressing their breasts against everyday objects. Developed by advertising executives Michele Jaret and Michelle Lamont, the viral activity is meant to spread breast cancer awareness and encourage women to get mammograms. October is Breast Cancer Awareness Month, and the ladies hope to “embrace the awkwardness of mammograms and inspire more women to mam where it counts: at the doctor’s office.” Lamont, 25, is a surviver of the terrible disease.
Many women are embracing the trend, and as The Stir’s Lisa Fogarty writes, “prevention is the best cure of all and any campaign that helps get the word out there about mammograms is a positive thing.” But the campaign is facing some criticism. Some women see it as ignorant and offensive; Xeni Jardin writes, “I have breast cancer. Your self-serving shtick is tasteless, disrespectful, and ill-informed.”
Citing research that suggests the possible ineffectiveness of mammograms, Salon’s Mary Elizabeth Williams thinks the campaign could be harmful: “I am sick of the willfully ignorant assumption that, hey, doing something – even something as pointless as showing off your boobs on Instagram — is better than nothing, and that mammograms are some magical answer to a deadly disease,” she writes. She also thinks that the “cutesy” aspect of the campaign trivializes the disease and women’s health issues in general.
What do you think? Is #mamming a great way to raise awareness and encourage women to get screened, or does it do more harm than good? Let us know in the comments section, and watch the promotional video below!