A social media campaign sweeping the internet under the guise of raising awareness for breast cancer appears to have much less charitable origins than first thought.
The endeavour spurred women worldwide to... erm... hold a Coke in between their boobs, snap a selfie and post it all over their social networks with the hashtag #HoldACokeWithYourBoobsChallenge.
The growing trend was widely believed to be in aid of raising money or awareness for a breast cancer charity, however it has transpired that it isn't affiliated with any official organisation, and is in fact the work of talent scout for the adult entertainment industry, Danny Frost.
He posted a message on the official #HoldACokeWithYourBoobsChallenge Facebook page saying: "We started the challenge as a joke. We never thought it would take off, but it did. People started posting that it was for a breast cancer awareness charity, and we thought why not do something good with this, so we went with it."
Frost also responded to comments that the challenge was insensitive towards those who has suffered breast cancer, or undergone a mastectomy, saying: "Not every woman goes and gets a mammogram. People are in the mind set that it will never happen to them."
"If this gets a few of those types of girls to do their check-ups and prevents them from losing their breast or dying from breast cancer by doing something fun and goofy, does it not make it worth it?"
The Breast Cancer Research Foundation told Esquire that the organisation does not support the campaign or plan on accepting any donations from it.
Not everyone seems to be taking the 'challenge' so seriously. A couple of guys have got on board too...