It was when he noticed his 8-year-old son refused to go swimming without a shirt on that Canadian father Derek Prue Snr decided to get a tattoo.
His son, Derek Prue Jnr, has a big birthmark which covers a significant part of his chest.
Seeing him become self-conscious about it, the dad decided to get a replica of his son's birthmark tattooed on him.
Little did he know, the tattoo would mean sitting through 30 hours of pain. Still, he says it was all worth it.
"I knew he was self-conscious about it," Prue told CBC News. "I saw how he was reacting, and it made me want to do it so that he wouldn't be the only one."