Some like it on the couch. Others like it on the kitchen table.

Once again, women across the country have led a successful viral marketing campaign to raise awareness about breast cancer.

Newspapers turned their first October editions pink.  Football players wore pink gloves, cleats and chin guards. And many have already “raced for a cure” in 5K events across the country. But nothing has people talking as much as the viral marketing campaign on Facebook.

The idea is women post where they like to to put their purses. Red-blooded guys like me see the update and comment, sparking millions of conversations across the world that ultimately lead to breast cancer awareness.

But not everyone’s a fan.

Some have criticized the campaign as juvenile, including Forbes writer Meghan Casserly who wrote, “I may be the biggest cynic in the free female world, but it’s a marketing charade I just can’t get behind.

“It seems to me, that, especially when it comes to bra colors, or where you “like it,” the impact on the actual fight against actual breast cancer is actually nill.”

I don’t have any stats on how much giving rose — if any — over the past few days due to this promotion. That’s part of the point Casserly makes, but she misses the bigger picture.

On Oct. 5, the “I Like” campaign garnered four of the top 20 most searched items on Google. As of this writing, there are 1,278 articles online about the campaign, including stories from the Wall Street Journal, Time Magazine, CBS News, and of course Ms. Casserly’s piece on Forbes Magazine.

Millions of people read these stories all across the country, and thousands more share them with friends.  For example, the story by the New York Daily News has been shared on Facebook more than 3,600 times.

Media exposure like this is worth millions.

Well done ladies. Well done.

How to help the fight

If you’d like to donate money to help in the fight against cancer, you can do so here:

Jimmy V Foundation.

To make sure your donation goes to breast cancer research, select the Kay Yow Foundation in the drop-down menu.

Props to Tessa Burnett. I tweaked her clever Facebook status to come up with the title for this post.