EARLIER THIS WEEK, the internet was swept up by the #HoldACokeWithYourBoobs Challenge, in which ladies (as you may have guessed) posted selfies with cans of of Coke stuck between their boobs.

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As the ‘challenge’ made its way around the internet, it was billed as a way to ‘raise awareness’ of breast cancer and the importance of regular breast checks.

However, it later emerged that whole thing was started by an adult entertainment company and originally had nothing to do with the disease.

People labelled the hashtag ‘insensitive’ towards people with breast cancer, especially those who’ve undergone mastectomies.

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One of those people is Aimee Fletcher, a breast cancer sufferer who first became aware of the hashtag on the same day she attended a funeral of a friend who died of the disease.

She told Buzzfeed News:

Breast cancer is not fun and sexy. The treatment is gruelling… It’s not glamorous, and why people decided to take photos of the part of the body that breast cancer destroys is beyond me.

Fletcher shared her own photo in response to the campaign:

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Powerful. You can read about Fletcher’s battle with breast cancer on her blog.

Previously: Here’s the controversy behind the internet’s #HoldACokeWithYourBoobs challenge>