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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).

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 (PR Charity/Non-profit), Clio Awards Shortlist (Public Service/Cause Related), New York Festivals Shortlist (Digital), Shorty Awards Finalist (Social Good), Golden Award of Montreaux (Non-profit/Public Interest)

ROLES: Concept and Creative Direction in partnership with Aaron Mosher and Michele Jaret

Copywriter: Michelle LamontArt Director: Michele JaretProducer: Jamie Florence