As the barrage of "I like it on the floor/table/over the chair" Facebook status updates went from being mildly amusing to simply annoying, breast cancer charities hailed the "great success" that precisely seven men in the world had realised that the campaign had anything to do with breast cancer.
"It's all about raising awareness, while having a bit of fun," explained charity boss Beryl Thickett. "Look at what we've achieved - people round the world have been titillated by women suddenly announcing that they 'Like it in the back of the car', or whatever, and although no-one else realised it had anything to do with cancer, we've certainly raised awareness among the women who were already aware of it."
The previous campaign, "What colour is your bra?", was criticised by many as being flawed from the outset by concealing the fact that it was related to underwear, and therefore sexiness. Brian Freud, lecturer in applied social media, claimed: "If I'd known what it meant when my attractive younger colleagues posted "Black" on Facebook, I'd have been able to picture them in their underwear, and would probably have achieved erection - terrible waste."
"Yes, I wouldn't have been any the wiser about breast cancer, but that's not really the issue. Now, when the Departmental Secretary posts that she "likes it on the kitchen table", there's no danger of my libido remaining unstiffened. Shame that no-one I know keeps their handbag wedged up their anus, frankly."
Spurred by success, cancer charities are planning their next "viral" Facebook status campaign, in which women will be encouraged to name the object with which they masturbate, in the name of further raising breast cancer awareness. "Imagine the excitement when women you know start posting things like "I do it with a cucumber" on Facebook - everyone will be talking about it!" enthused Ms Thickett. "And this time it'll certainly raise awareness of... er... sorry, what are we raising awareness of again?"