#Mamming: Memes for Good

Oct 23

I started off my week with a delicious doughnut (everything in moderation!) and a discussion of #shutdownpickuplines, #300feministsandwiches, and Scarlett Johansson falling. Why you ask? Our office gathers once a month for KreMEME Monday to share the latest memes, discuss why they trended, and see how we can learn from these Internet unicorns.

As social marketers, it’s important to make sure the tactics we implement are not only based in theory and tied to our strategy, but also relevant. Enter: #Mamming. Breast cancer survivor Michelle Lamont and her friend Michele Jaret decided to riff off of #planking, and created #Mamming (the act of laying your (clothed) boobs on a flat surface). As ThisIsMamming.com explains:

#Mamming is a chance for all of us to show solidarity with the millions of women getting mammograms this Breast Cancer Awareness Month. Because when a woman reaches a certain age, doctors recommend that she get a mammogram to screen for the disease, and the procedure involves laying her boobs on the machine’s flat surface. It’s awkward. But it can save her life. Because when breast cancer is caught early, over 90% of women beat it. So let’s all embrace the awkwardness of mammograms and inspire more women to mam where it counts: at the doctor’s office.

If you’re more of a visual person, you can watch the #Mamming video to fully understand.

So why does #mamming work?

It makes light of a hurdle to breast cancer screening. I’ve heard countless times how uncomfortable and borderline painful mammograms can be. This message will continue to be reinforced as I get older and it certainly isn’t going to motivate me to schedule that mammogram. #Mamming provides clever social proof by embracing the awkwardness of a mammogram and making it seem like no big deal. If all these people can lay their boobs on tables, benches, or even a piano, what’s stopping me from mamming at the doctor’s office?

The ask is simple. From the social media perspective, what they’re asking people to do is easy: share a picture of yourself, anywhere, doing X or in this case, a picture of you, laying your (clothed) boobs on a flat surface. There’s no hoops to jump through here. Just a picture and a hashtag and you’ve helped to raise awareness for breast cancer screening.

The next time you have a brainstorm or are working on a program plan, remember, that social marketing can and sould have fun. Whether it’s coming up with something original or joining in on a relevant trend, creative content, like memes, can go a long way to raise awareness with the ultimate goal of prompting action.

Now, it’s time to get mamming. If you’re a guy or gal, under the age of 50, do it on Instagram. If you’re a lady, over the age of 50, give your doctor a call and mam away.

This entry was posted on Wednesday, October 23rd, 2013 at 9:30 am and is filed under Social Marketing, Social Media. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.

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