Last summer, the Ice Bucket Challenge took over our social media feeds as people spread the word about ALS research with viral videos and nominations.
However, if you're not a fan of dumping freezing cold water over your head, don't worry, you can get in on the Internet's latest charitable craze without joining the Polar Bear Club.
All you need is a can of soda and some boobs.
Yes, you heard me correctly.
The #HoldACokeWithYourBoobsChallenge is the hottest new trend to take over Instagram. People from around the world are clutching cans of Coke with cleavage, and it's all for a good cause.
The challenge was created by an adult entertainment talent-scouting agency, Elite Talent Referral, with the hope its head-turning campaign would raise awareness about breast cancer and remind ladies how important it is to self-examine their bosoms for strange bumps and get medical checkups regularly.
Take a look at the photos below to see this new breast cancer awareness trend.
Forget the Ice Bucket Challenge.
"Hold A Coke With Your Boobs Challenge" is the newest trend taking over social media.
As you might have guessed, this challenge involves sticking a can of coke in your cleavage.
It's for a good cause, of course!
The challenge was created by adult entertainment talent-scouting agency Elite Talent Referral.
By bringing women's breasts into the spotlight...
...ETR hopes its #HoldACokeWithYourBoobsChallenge...
...will raise awareness about breast cancer...
...and remind women how important it is to examine their breasts...
...and visit the doctor for regular checkups.
Guys are even getting in on the action and showing some skin for the cause.
Some feel flashing a little cleavage is a good way to grab attention.
But there's a lot of controversy surrounding this campaign.
Some see it as disrespectful to those who have undergone mastectomies to beat this awful disease.
Nonetheless, this challenge has good intentions about gaining exposure for the breast cancer cause.
Citations: Hold a Coke With Your Boobs Is the Ice Bucket Challenges Cleavage-Heavy Cousin (Cosmopolitan )