Having big boobs isn't all it's cracked up to be, according to blogger Chardé Heremaia.
The New Zealander, who wears a cup size FF, was shopping at her local Kmart when she discovered the affordable retailer didn't even carry her bra size.
The video has been seen more than half a million times on Facebook alone, with hundreds of women flocking to Heremaia's defense to share their own stories of full-chested frustration.
The video has officially become a virtual call to arms: World, it's time we give big-breasted women the beautiful bras they deserve.
Watch the video up top.