Nursing mothers could soon not have to feel embarrassed about whipping it out in public. Behold, The Milk Truck. Part performance art, part public service, the truck hopes to offer a sanctuary for breastfeeding mothers, when they are made to feel uncomfortable in public places.

Mom simply summons The Milk Truck via smartphone to her location, and she can feed her baby under the cover of the converted ice cream truck.

And besides offering a comfortable setting for a woman simply trying to feed her child, the truck sends a message to other establishments. Make a nursing mom feel unwelcome, and you get a truck with a big boob on it parked out front.

[taking donations via Kickstarter]