The women aren't talking about where they like to have a special hug. They are, in fact, reporting where they like to keep their handbag - but the oh-so-obvious sexual connotations have of course picked up plenty of attention.
October is breast cancer awareness month, and the 'I like it' Facebook campaign was launched in a bid to get people talking more openly about the disease that one in nine women in the UK will get (a quarter of whom are under the age of 50).
It's definitely gained traction - it's been covered by the likes of Time Magazine and CBS in the US, and the Daily Mail and The Telegraph here, among plenty of others. The viral appeal is obvious - there are plenty of girls out there who like sounding provocative, and there are plenty of people who will respond when they do, which sparks the conversation that leads to the breast cancer awareness bit.
We don't really follow what breast cancer has to do with handbags (at all) but this isn't a viral campaign we're about to start unravelling for its missed and mixed messages. However tenuous the branding here, the point is, it's working. The graph below (courtesy of a quick Google Trends search) shows how searches for 'breast cancer' have suddenly peaked in the last month after a long flat stretch. And anything that raises breast cancer awareness is great in our books.
We don't believe there's any point in beating around the bush with these things, so here's how to check your breasts:
How do I check my breasts?
There's no right or wrong way to check your breasts. Try to get used to looking at and feeling your breasts regularly. Remember to check all parts of your breast, your armpits and up to your collarbone.
What changes should I look and feel for?