There is an ongoing social media challenge meant to create an awareness for breast cancer.
The challenge is such that women are to snap a selfie after taking off their tops and then hold a can of Coca-Cola between their boobs, conceal their nipples to make the images vaguely Facebook censorship-friendly.
The challenge is tagged #HoldACokeWithYourBoobsChallenge and campaigners hope it will match the popularity of the Ice Bucket Challenge.
Right now, the challenge has attracted several participants from across the globe including America, Russia and France.
They are posting some very raunchy selfies on different social media including Instagram, Twitter and Facebook to urge women to check their cleavage for lumps and bumps.
But why they chose a bottle of coke for this challenge is still a mystery.
The trend was said to have started by an adult entertainment talent-scouting agency called Elite Talent Referral.
Check out some of the photos from the challenge.
Kate Upton was one of the first to give it a go…
Then some Russians got in on the action…
Others weren’t so sure about whipping off their clothes entirely
This person cheated and drank all the Coke beforehand
A few showed off with litre bottles
But smaller ones were popular too
Even men are giving it a go
But the ‘Hold A Coke Between Your Breasts Challenge’ has also been criticised by some for making breast cancer sound ‘fun’ and ‘sexy’.
