How far would you go to help charity? Would you face a fear, or do something extraordinarily difficult?
Damien Collingwood lost his mum to cancer, and has a wife and daughter that he doesn't want to see go through the same thing.
With that in mind, Damien decided to go way above and beyond in order to raise a bit of cash, drum up a bit of awareness, and have a bit of a laugh at the same time.
This Breast Cancer Awareness Month, that's as important a message as it's ever been.
After initially deciding on just a small bra tattoo, Damien's wife eventually talked him into having the folks at Timeless Tattoos install an 11-inch black bra cup right across his chest, and there's a chance - just a chance - that he might consider completing the pair, if the price is right.
Speaking to LADbible, Damien explained: "It was nearby the anniversary of my mother's death that I suffered from a recurring nightmare of my wife and daughter dying from cancer.
"It was frequently the same - I'd be stood in the middle of two hospital beds holding their hands as they both fade away."
"You see, I would do anything to protect my family, but I have no control or influence over cancer.
"I've seen that battle lost too many times; this is why I wanted to do something to strike back at cancer.
"Initially, it was going to be a small tribute tattoo, but the idea of doing a fundraiser behind it was appealing, then my wife suggested the size increase."
He continued: "I lost my mother to cancer, and it scares me to think that my wife and daughter could one day go through the same agony after witnessing my mother ripped apart by it,
"[I have seen] an uncle, grandmother, incredible friends, all gone because of cancer. My wife also came close to losing her mother to breast cancer."
It's definitely a big step to take, but at least it's for a good cause. Luckily, after some misgivings, he's settled into a positive mindset about his new chest furniture.
Also, he's raised £1,485 so far, after aiming for only £500 to start with. That's a fantastic effort.
Damien explained: "I honestly didn't think that it would raise as much money as it did. I hadn't anticipated the generosity, which is why I never limited the size.
"By that time, I was entirely committed and didn't want to let people down. Once the tape measure came out, though, I suddenly realised to what extent I was looking at; that was a big gulp moment for me.
"The people I work with were highly supportive, before, during, and after. I can take a joke, and as long as it's not malicious, we still laugh about it
"I can only think of one person that was very hostile towards it, branding me a 'weirdo'."
Now, it's time to put your money where your mouth is. Since this is a fundraising effort, and it's Breast Cancer Awareness Month, Damien sportingly said - after some consideration - that he'd agree to get the full bra completed if a target of £5,000 can be hit.
The details of Damien's JustGiving account are right here - do with that information what you wish.
Featured Image Credit: Damien Collingwood