Rotorua Mayor Kevin Winters is to give Plunket a hug as it launches its latest fundraising campaign.
March 4 to March 10 is Plunket's Bear Hug Appeal.
Lakes Area Board president Emma Hardie said people could support the work they did in the community through the Bear Hug campaign by donating money, time or sharing their skills and experience.
Not many New Zealand families hadn't been touched by Plunket, she said.
"Plunket is a Kiwi icon, as much a part of our culture as hokey pokey and pavlova! Nine out of 10 New Zealanders are 'Plunket babies'."
Mr Winters will launch the Rotorua campaign on Thursday at Plunket rooms in Pukuatua St.
Plunket has been around for more than a century. "We've been welcomed into the homes of New Zealand families for over 100 years - giving New Zealand parents the support they need to nurture healthy, happy kiwi babies."
The plan was for the organisation to be around for the next generations of babies being born but they needed support to do so, Mrs Hardie said.
"We want to be around for another 100 years but to do that we need community support ... We're heavily reliant on the funds raised during our appeal."
While Plunket's free home and clinic visits were government funded, some of the other services provided were delivered by volunteers from funds raised in local communities, she said.
"All money collected locally is used for local Plunket services such as parent support groups, playgroups, car seat services, parenting education programmes and toy libraries.
"Plunket's volunteers work in co-operation with Plunket staff to provide these services to ensure every family in the community has access to the Plunket services they need."
A hug was the perfect way to help raise funds, she said.
You can give Plunket a hug by giving a donation through plunket.org.nz, your local Plunket or any branch of BNZ.