The Ice Bucket Challenge ruled the internet in 2014 as a way to raise awareness toward ALS with even your biggest celebrities getting involved. The rules of the challenge were a little uneven with the idea being that if you neglected to take the challenge of dumping ice water on your head, then you had to donate money. Seems to me the idea is TO donate money, not to avoid it but now we have a new challenge for a whole new disease awareness that just seems to make sense. And luckily this challenge does not involve buckets or ice water.
With women already competing across the globe, the challenge is very simple. Hold a can or bottle of Coke between your breasts. And...that's it. Why? Because nothing gets shared more on the internet than boobs (it's true) so what better way to raise awareness for breast cancer than a bunch of women trying to hold sugary goodness between their lady lumps (the good kind).
Some women are using cans of coke, bottles of Coke or as Kate Upton illustrated, glassware with the Coke logo works too. So why Coke and not Mountain Dew or a nice cool Sprite? Apparently the challenge was created by adult entertainment talent-scouting agency Elite Talent Referral. Unfortunately, Coke really has nothing to do with the campaign besides be a lucky participant. Also, it can apparently be any beverage of your choice.
So if you want to get in on the challenge, tag your photos with #HoldACokeWithYourBoobsChallenge. Even guys are getting in on the craze to raise awareness too! Feel free to sit this one out, Ian McKellan.