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This meme, as reported on by the Huffington Post, Was started as an attempt to use social media to spread awareness of Breast Cancer awareness month.
The meme follows the formula “I like it on my X”, where X refers to a piece of furniture or part of the house, while " it " is intended to sound like a form of sexual innuendo, while in fact it is referring to a woman’s purse. As part of the meme, Women must keep it secret from men.
The meme spread quickly at the beginning of October 2010, and began to fill Facebook users’ news-feeds.
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