Last summer’s viral ALS Ice Bucket challenge has given way to this year’s contender for “worst way to make anyone aware of anything while showing off your body,” the aptly named “Hold a Coke With Your Boobs Challenge.” For breast cancer. Or something. Listen, let’s not pretend it’s anything but a trumped-up reason to show off boobs.
Like the “put your cock in a sock for ball cancer” campaign before it and the myriad other attention-seeking memes you may remember from your Facebook—remember the one where everyone was all “I do it on the floor,” and people thought it was about sex, but it was really about where one likes to put their purse followed by a lengthy explanation about cancer?—the coke/boob challenge allows people to show off their best assets while pretending that they give a shit. Even the official Facebook page of the Coke Boobs challenge (via First We Feast) is all about brave girls showing off their breasts—and also trying to choose which one is the best?—with only some passing mentions of breast cancer.