Awareness doesn't always mean money, and it doesn't always mean facts laid out on a pamphlet. It means you want people AWARE of it. Which this did, very well.
The idea was for it to go viral so people would talk about it. Just having a conversation about it can save a life. Like someone else said, maybe because its on your mind and you remember to do a self exam, or talk to your mother/sister/friend about it.
It also highlights just how many people on your friends list are at risk - if you have breasts, you are at risk. Maybe by seeing your friends list full of colors, you realize how many people you know who are potentially missing out on exams or information. So you HAVE that conversation with them.
Starting a conversation, even an uncomfortable one, that might save a life down the line is WORTH all the silly to me.
Also, of course we WANT people to be talking about it, even if its in jest. That's how you keep public interest in research and how you keep people donating. By keeping it in the public eye and the social conscious. And as far as a viral marketing campaign goes - it was HIGHLY successful, because it's even being discussed off of Facebook.
And the more discussions we have about it, the less taboo it becomes for women to talk about their health issues, even when it relates to 'reproductive' or 'private' organs.
If I get a funny email asking me to post my underwear color because of cervical cancer or testicular cancer? Sure I will. Because I think those conversations are worth having.