The challenge basically asked people to post pictures on Instagram with cans of Coke in-between their boobs, allegedly to raise money for breast cancer research.
But apparently, people have been flashing their cans for no reason. This provocative challenge was all just a hoax.
It turns out the challenge was created by entertainment scout Danny Frost and model Gemma Jaxx. They started the hashtag to poke fun at other popular charity campaigns like the ALS Ice Bucket Challenge.
Furthermore, Breast Cancer Research Foundation told Esquire magazine it does not support this challenge or plan on accepting any donations from it.
Although originally intended to be a joke, the challenge gained a lot of popularity on social media. Check out some of the posts below.
The challenge was created by Danny Frost and Gemma Jaxx...
...but these guys weren't trying to promote a charitable cause.
The hashtag was actually a joke.
According to Frost, "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."
Since the hashtag surged in popularity, these guys now want to use it to raise awareness about the terrible disease.
Many people still feel there is nothing sexy about cancer, and this controversial challenge is disrespectful to breast cancer survivors and patients.