IT'S the latest craze taking over your social media - but this one has a message at heart.
Mamming is the act of laying clothed breasts on a flat surface to mimic a mammogram, and then posting the image online.
It has caused a stir on photo-sharing site Instagram, where there are thousands of photos under the official tag #mamming.
The idea comes from New Yorkers Michele Jaret and Michelle Lamont, to remind women to get a mammogram early if they suspect problems.
Michelle is a breast cancer survivor.
"#Mamming is a chance for all of us to show solidarity with the millions of women getting mammograms this Breast Cancer Awareness Month," they have written on official website thisismamming.com.
Sunshine Coast-based Cindy Mackenzie Breast Cancer Foundation president and co-founder John O'Leary said any awareness was good awareness.
"That's what we're all about, and with this month being Breast Cancer Awareness Month it's an important issue to drive," he said.
Mr O'Leary said all money raised by the charity throughout October stayed on the Coast.
"We're a grassroots organisation," he said.
"We're had some great fundraisers this month with a lot of local support."
A Cancer Council Queensland spokeswoman said although the organisation commended the intentions of the mamming founders, there were always some dangers associated with crazes.
"We urge any women (and men) who do decide to follow this fad not to take any unnecessary risks," the spokeswoman said.
"The most important thing Queensland women can do to beat breast cancer is to be breast aware.
"Fads come and go, but the best strategies for breast cancer awareness are the ones that will last."
See more mamming photos at thisismamming.com.
MAMMING - Placed your clothed breasts on any flat object
PLANKING - Lie face down, palms flat against your sides with your feet together and pointing at the floor
TEBOWING - Get down on one knee, placing one's elbow on the knee and fist against the forehead, similar to a prayer or Thinker's pose
OWLING - Sit in a perched position while looking off into the distance as to mimic the posture of an owl