#HoldACokeWithYourBoobsChallenge: Woman with breast cancer posts powerful selfie in response to campaign

“Breast cancer is not fun and sexy,” said Amy Fletcher

Amy Fletcher was diagnosed with breast cancer aged 31 (Amy Fletcher/Google+)

A woman with breast cancer who was outraged by the controversial #HoldACokeWithYourBoobsChallenge, has harnessed the trend’s popularity to post a hard-hitting tweet which exposes the realities of the disease.

The campaign, which has been criticised for trying to make breast cancer appear sexy, has seen hundreds of women posing on social media with bottles and cans of the soft drink wedged between their breasts.

Social media users were quick to question the trend, which is not linked to any particular cancer charity or fundraising campaign.

The #HoldACokeWithYourBoobsChallenge has been met with criticism

Read more: #HoldACokeWithYourBoobsChallenge: Selfie campaign created by adult modelling agency criticised for 'making breast cancer sexy'

Aimee Fletcher, who diagnosed with the disease a year ago, felt she needed to respond to the craze after it came to her attention on the day attended the funeral of a friend who had died of breast cancer.

The 32-year-old was recently diagnosed with bone metastasis, and has been documenting her experiences with the condition in her The Ultimate C World blog.

Fletcher’s simple but powerful tweet shows her holding a litre bottle of coke between her double mastectomy scars. She asks readers “don’t I look beautiful?”.

She told BuzzFeed News: “Breast cancer is not fun and sexy,” she told BuzzFeed News. “The treatment is gruelling… It’s not glamorous and why people decide to take photos of the part of the body that breast cancer destroys is beyond me.”

Recently, adult model Gemma Jaxx took responsibility for starting the hashtag. She explained it was never intended to be linked to charity, and was the brainchild of her and adult talent scout Danny Frost, as a way of “making fun” of other challenges, including the Kylie Jenner lip challenge.