Some will find it amusing, others sexist, but Friday has been declared national Cleavage Day.
For the first time, April 5 has been marked on the calendar as the day for women to realise that their cleavage is something unique and to be proud of.
The day, organised by Wonderbra, Cosmopolitan and 5fm, will be held every year at the beginning of April.
Anita Meiring, public relations consultant for Wonderbra, asked women to dress up and "dare to bare their assets".
Meiring also warned motorists about "extra dangerous curves" on the roads leading to Cape Town in the morning.
"Our models will be at street intersections to display their cleavage to motorists from about 7am to 10am." - Own Correspondent