All that squirming and screaming after being doused with a bucket of ice for ALS may be matched by an equally fun activity in Japan this weekend, when men will be urged to squeeze a boob for AIDS.

Japan has mounted the charity event 11 times since its launch in 2003, but the recent success and popularity of the ALS Ice Bucket Challenge injected fresh inspiration to organizers, who hope to gather more participants and generate more donations this time.

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Loosely translated in English as Boob Aid, the "Squeeze-A-Thon" event, which will run for 24 hours non-stop, will be broadcast live at a Japanese adult TV channel beginning 1100 GMT on Saturday.

The mechanics are somewhat similar to the Ice Bucket Challenge. The participating gentlemen will get a crack at a flesh squeeze for donating money that will go into AIDS research and awareness initiatives through the Japan Foundation for AIDS Prevention.

And the 'objects' of their... er... charitable desire are no less than nine of the most sought-after Japanese adult-movie stars, including Iku Sakuragi and Rina Serina, who both expressed eagerness to offer their pectoral endowments to a worthy cause.

There are several requirements, however, to keep the adult-oriented event sanitized, if just in a literal sense.

Be clean; apply hand sanitizers before going for the grab.

Be at least 18 years old.

Keep it at a couple of squeezes, rein in any urge to get more, although there's no stopping you from giving more -- donation, that is.

Beyond that, do it 'just tenderly', requested Rina Serina, one of the participating stars, who told Tokyo Sports news that she's looking forward to having a lot of people come forward to fondle her breasts.

"I never thought my boobs could contribute to society," she enthused.

Her fellow porn star, 21-year old Iku Sakuragi, is taking the boob-squeezing event matter-of-factly, the way one would say 'it's not personal, it's business'.

"It's for charity," Sakugari said.

In addition to helping AIDS victims, Boob Aid has added an anti-sexist dimension to this year's campaign, coming right off an incident where a Japanese lady politician was taunted by the male-dominated ruling party during a debate on motherhood.

The sexist taunt on Tokyo assemblywoman Ayaka Shiomura for being unmarried easily gave away the fact that Japanese society, to this day, still views women the old-fashioned way: someone to stay home and tend to the hearth while the men freely roam the world of the worldly.

Getting them to squeeze breasts in public for 24 hours may not reverse a centuries-old tradition, but it does drive home the message as verbalized by Serina: a realization that her womanly endowments can actually contribute to fixing whatever ails society. 

TagsBoob Aid, Squeeze-A-Thon, AIDS