Facebook ‘I Like it’ riddle: it’s about breast cancer

A mysterious new Facebook craze that encourages female users to update their profiles with the phrase 'I like it on...' has been revealed to be a campaign to raise awareness for breast cancer.

This week millions of Facebook users - mostly, but not all, women - have been updating their profiles to say things such as 'I like it on the kitchen table', 'I like it on the floor' and even 'I like it on the night bus'.

The enigmatic and sexually suggestive phrases have irked those not in the know to varying degrees. "Why is everyone revealing where they Like it?," asked one Facebook user. "Am I missing something? And like what may I ask? Or is it National Innuendo Day? Yours prudishly xx".

It has since emerged that the fad is a viral campaign by Facebook to coincide with October Breast Cancer Awareness month. The US-based social networking site sent messages to millions of its female members all over the world inviting them to take part in the game.

Last year, Facebook asked women to give details of their bra colour. The campaign organisers wrote: "It was a tremendous success and we had men wondering for days what was with the colours and it made it to the news."

They added: "This year's game has to do with your handbag/purse - where we put our handbag the moment we get home for example 'I like it on the couch', 'I like it on the kitchen counter', 'I like it on the dresser'... you get the idea."

Some breast cancer campaigners have questioned whether the game is the best way to boost awareness of the disease.

A spokesman for Breast Cancer Care said the charity would like the campaign to go beyond Facebook updates. "We would encourage people to direct their Facebook friends towards helpful support and information to create better breast awareness - or remind their friends to check their breasts regularly when they explain what the campaign is about."

Others have expressed bemusement at the link between handbags/purses and breast cancer. "The bra I kind of got," said MJ DeCoteau, a breast cancer charity executive in Canada. "It's connected to boobs - but I don't understand the purse." ·