A Sydney radio show is setting the bra high for Mother's Day with a mother-daughter boob job up for grabs.
But not everyone is pumped up about the uplifting gift.
Fans of KIIS FM's Kyle & Jackie O show have praised the $24,000 cash promotion on their official website, saying it "would be a dream come true" and "I would love to win this".
To enter the boobie prize, applicants aged 18 or over must upload a photo of themselves with their mother or daughter with their bra sizes.
No lingerie or nudity is permitted, the Terms and Conditions state.
Applicants are also asked to state why they want cash for a boob job and whether it would be put towards a breast augmentation or reduction.
However, the campaign has left some Sydneysiders feeling deflated.
Local woman Kylie Bowdler said the program should be ashamed of their "terrible" and "disgusting" promotion.
"How can a popular radio station which many young women listen to can promote that no woman is happy with her breast size?" she said in a post on the KIIS FM website.
"It is deplorable.
"On Mother's Day in particular we should be celebrating the achievements of women."
Marie Coleman from the National Foundation for Australian Women said the idea was "amazingly silly".
"Can you imagine, instead of getting toast in bed for breakfast, your daughter comes in and tells you 'I'm getting you a boob job,"' she told AAP.
"It would really challenge the mother-daughter relationship. I wonder if it was a bloke who thought it up."
The Terms and Conditions state the prize will be awarded in cash and the Promoter "takes no responsibility for any medical procedures undertaken by the winner".