Move over vadering and planking, the latest photo fad sweeping the web is #Mamming, where women, and some super awesome men, put their breasts on random objects and Instagram pics, all in an effort to encourage women to get a mammogram.

Advertising professionals Michelle Jaret and Michelle Lamont created the This Is Mamming campaign with the idea that the curated images will make women feel a little less awkward about having their boobs smushed in the mammogram machine, and inspire them take action in the fight against breast cancer.

Lamont, 25, is a breast cancer survivor and understands firsthand the importance of early detection. As explained on their website, “#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 breast cancer is caught early, over 90% of women beat it.”

So go lay your boobs on something and help raise awareness for women everywhere!