Still fascinated with the bra color Facebook status updates

I'm still fascinated with the Facebook Bra color status updates. It's amazing how nobody can confirm where this originated from?! At first I thought, Victoria's Secret or Breast Cancer Awareness, but some sources are saying this could have started with a group of random girls. I have also heard a teenager started this. I just want to know HOW this got so viral SO fast. It's pretty remarkable. Agencies spend tons of money trying to build awareness through social media, and if this was a teenager or some random group of girls...WOW. I wanna know how they did this. Breast Cancer or not....this thing spread like wildfire. How?