Last year, we saw the ALS Ice Bucket Challenge take over social media, as hundreds of people doused themselves with icy water in a bid to raise awareness for the motor neurone disease.
And, before that, we had the now infamous No Makeup Selfie Challenge, which saw celebs and normal folk scrub their faces clean in a bid to do their bit for breast cancer awareness.
But this year’s challenge- not started by a charity, dubbed the #HoldACokeWithYourBoobsChallenge, has definitely divided opinion.
It sees women post photographs of themselves with bottles or cans of Coke between their breasts, with their nipples subtly (or not so much) covered up.
Plenty have jumped aboard the busty bandwagon, with people dubbing the trend as a “great cause” - and encouraging others online to share the “best of #HoldACokeWithYourBoobsChallenge photos” they see.
However plenty have criticised the challenge for making breast cancer seem ‘sexy’.
And others have, quite correctly, pointed out that hardly any of the photos shared online mention breast cancer at all.
So it should come as no surprise to hear that the hashtag was NOT originally started up in a bid to raise cancer awareness.
Gemma Jaxx, a model in the adult entertainment industry, has taken responsibility for the hashtag, explaining that she and her colleague, Danny Frost, set it up in a bid to make fun of other challenges (such as the Kylie Jenner Lip Challenge).
She wrote: "We never thought it would take off like it did. But it did. And then people started posting it was for charity and it was for breast cancer awareness. We had never plan [sic] on that nor thought of it.
"Keep in mind that when we started this, it had nothing to do for cancer, but that the people who were taking part in it wanted it to be.”
However she also had a message for critics of the challenge, adding: ""Ithis gets a few of those types of girls to do their check ups and prevents them from losing their breast or dying from breast cancer by doing something fun and goofy, does it not make it worth it?
"If one girl, Just one if not more, life was saved because she felt something in her breast when she did this challenge, isn't it worth it?"
At least 1 in 8 women in the UK will develop breast cancer in their lifetime, which means that almost everyone will know someone who has suffered the disease.
With many breast cancer patients forced to undergo mastectomies, the #HoldACokeWithYourBoobsChallenge is more than a little insensitive.
Surely sharing images of brave women’s mastectomy scars would be a better way to raise awareness, not to mention promote body confidence amongst breast cancer survivors?
It would be far better to break the taboo surrounding mastectomy scars, after all, than continue to promote the double standards surrounding nudity online.
If you do feel inspired to do your bit for breast cancer, why not donate money to Cancer Research, Macmillan Cancer, Marie Curie, CLIC Sargent (who provide support exclusively for children and young people) or the Teenage Cancer Trust today?