#Mamming

*Cannes Lions Awards - PR: Charity/Non-profit - Bronze Lion *Golden Award of Montreux - Non-profit/Public Interest: Digital - Gold *NYF World's Best Advertising - Digital: Viral Video - Finalist *Shorty Awards - Social Good Campaign - Finalist *CLIO Awards - Public Service: Cause Related - Finalist *WOMMY Awards - Cause Marketing - Bronze

Pro bono campaign by 360i creative and technology teams, prod company Dirty Robber and directors Schillick, and Mass Relevance.

Mammograms are awkward, painful and uncomfortable to talk about. Two female agency creatives at 360i, one a breast cancer survivor herself, wanted to make people more comfortable with the conversation and the procedure, and they knew social media would be a great place to start.

The team launched #Mamming – a spin on an existing Internet favorite, "planking." The idea was to get people to Instagram photos of themselves laying their (clothed) breasts on things, just like a woman does during a mammogram. They worked with famous comedy actresses to create a video for getting the word out, and created a website to provide information about the cause and curate the deluge of #mamming photographs submitted by eager fans engaging with the campaign.

The effort instantly gained global press coverage in places like Fast Company, BuzzFeed, Huffington Post UK, The New York Post, Creativity and more. It was shared by celebrities such as heavyweight boxing champ Lennox Lewis, digital curator Guy Kawasaki and Whoopi Goldberg — who got in on the action by mamming on The View. With zero paid media support, the campaign went global and viral, garnering over 332 million earned media impressions.