Wigs, hairpieces, and toupees will be donned across the region today as more than 40 Hawke's Bay businesses and schools support children with cancer.
There had been an "incredible" response throughout the Bay for the Child Cancer Foundation's new initiative, Wig Wednesday, which aims to put "the fun into fundraising" with silly hairdos worn to raise funds for the charity.
Child Cancer Foundation Hawke's Bay business development manager Vicky Rope said they had been "blown away" by the amount of support shown for the inaugural event.
"It's been incredible, it's a really simple, fun, easy concept because we don't want to make fundraising difficult. It's a cause people want to contribute to," she added.
Nationwide, there would be about 400 schools and businesses participating today, Ms Rope said, so "to have 42 in Hawke's Bay, we're certainly pulling our weight".
Today students from across the Bay, from Eskdale School, to William Colenso College, will be wearing wigs or taking part in mufti days for a gold coin donation - some, such as Taradale Primary, would be doing both.
Businesses are also getting involved, such as City Fitness Napier, where the public can join classes or use the gym for a gold coin entry, or babysitting and nanny recruitment agency Rock My Baby, which will be conducting a parade through Havelock North village.
The funds raised today will help the foundation reduce the impact of cancer by offering tailored, practical services which ensure children and their families are supported, informed and remain connected at every stage of their cancer journey.
Every week, more than three children in New Zealand are diagnosed and at any given time the Child Cancer Foundation is assisting more than 500 families' nationwide - offering support in hospital, at home and in the community.
As a stand-alone charity, the Child Cancer Foundation receives no direct funding from the Government, so it relies on the generosity of New Zealanders to support its cause.
While they hoped the day would be successful financially, Ms Rope said as it was the inaugural Wig Wednesday the foundation did not know how much would be raised, but they were sure the event would "snowball" in future years.