[NSFW] This Is Why Women Are Suddenly Posting Pictures of Coke Bottles Between Their Boobs

Whether it’s the cinnamon challenge, the Ice Bucket Challenge, or the latest Hold a Coke With Your Boobs Challenge, people love posting their challenges for the world to see.

The Hold a Coke With Your Boobs Challenge really doesn’t seem too challenging, but it does look like a cool magic trick as these women hold Coke cans and bottles in their cleavage in order to raise awareness of giant boobs.

Wait, according to Esquire, people are supposedly doing this to raise awareness for breast cancer, even though the Breast Cancer Research Foundation said it’s not behind this and is not accepting donations from it.

So, if it is being done for awareness, it doesn’t have any official backing. So, don’t expect Oprah or Selena Gomez to back this one the way they did the Ice Bucket Challenge.

Of course, you can always just donate from the goodness of your heart.

Either way, check out photos of some of the participants via Instagram:

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All photos via the holdacokewithyourboobschallenge Instagram