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Facebook 'bra colour' status update craze 'raising breast cancer awareness'
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A new Facebook craze is sweeping the social networking site, where woman give details of their bra colour, to help raise awareness for breast cancer.

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Thousands of female users - and some male ones - began updating their statuses on Friday with ¡°beige¡±, ¡°hot pink¡±, ¡°crimson red¡±, ¡°sexy black and gold¡± or even ¡°nothing¡±.

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As online confusion raged and dozens of bloggers speculated about its meaning, it was disclosed it was part of a new campaign to help raise awareness for breast cancer.

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Within hours of the craze starting, dozens of Facebook groups began appearing, with one group ¡°breast cancer awareness ♥ I updated my Status with my Bra colour ♥¡±, having more than 33,000 fans.

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The most popular colours appeared to be ¡°white,¡± ¡°black¡± and ¡°beige¡±.

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One blogger wrote: ¡°Women everywhere are setting the bra colour they're wearing today as their Facebook status.

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¡°The purpose is to promote breast cancer awareness, and remind women to get checked.

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"The disease is very often curable if caught early enough.¡±

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Another blog suggests the craze was started by women in Detroit, trying to raise awareness for the disease.

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Andrea Rader, a spokeswoman for the Susan G. Komen for the Cure foundation, said the group was not behind the campaign.

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But she called it "a terrific tool for raising awareness."

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She added, "We just hope people act on it ¡ª get educated, get a mammogram."

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Malorie Lucich, a spokeswoman for Facebook, said she was not sure where or how the craze started.

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But she said it was an example of a "grass-roots" movement beginning on the social networking site.

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"What is particularly unique about this grass-roots campaign is that it seems to have been started by a user or group of users, as opposed to an official entity, and spread virally throughout Facebook," she told CNN.

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"It's an ideal example of how an individual voice can be magnified to create awareness for a good cause and ignite action among millions by using a site like Facebook."

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