Cryptic status updates started appearing a few days ago. All of a sudden, we were reading things like, polka dotted, black lace and green.
Turned out, it all began with a chain e-mail, asking women to post the color of their bra to raise awareness for breast cancer.
Ashley burns didn't hesitate to post her bra color.
"It's for a good cause and it's not too private for me, it's just a color," she said.
Men ABC7 talked to say they were confused at first, but liked it when they knew what is about.
"It's creative, I like the subtle approach," Vince Machado said.
Facebook says it's not clear where or how the viral campaign got started.
Michael stein is an Internet strategist who helps non-profits use the internet for their causes.
"I've never seen a campaign like this where someone taking responsibility for it, I think this has that mystery aspect to it," he said.
Susan G. Komen for the Cure says it's not behind the campaign, but calls it a terrific tool to raise awareness.
We don't need awareness, we need action," Barbara Brenner, Breast Cancer Action said.
Brenner says it's about as silly as it gets.
"We're losing 40,000 women a year in this country alone, there's a new diagnosis every 2.1 minutes, and we're posting colors to Facebook? I don't get it," Brenner said.
Breast Cancer Action says if you really want to do something about breast cancer, donate your time or money to a reputable organization.