Tauranga has shaken off the winter blues and turned a lovely shade of cherry blossom-pink for Breast Cancer Awareness Month.
October is chocka with events and fundraisers in support of national and local Bay services that support women with breast cancer.
Local favourite, the Hot Pink Walk, is scheduled for this afternoon.
Breast Cancer Support Service Trust Tauranga manager Helen Alice has big plans for it - and fingers crossed for sunny weather.
There will be more entertainment adding to the cheery atmosphere along the 3km walk through downtown Tauranga.
Samba drums will head "a sea of people in pink" past performers such as a pipe band and belly dancers.
Ms Alice said she hoped to equal last year's record turnout of 3000 people.
"People walk for a number of reasons. A lot come because they want to celebrate surviving breast cancer. Others just want to get dressed up in pink and have fun. Some come to remember those they have lost."
She said the trust, going since 1991, received no government funding and October was its most important fundraising opportunity of the year.
Last year more than $11,000 was raised. The donations helped the trust fund services such as massage, counselling, dinner deliveries and post-operative support for more than 800 women.
Today, two women who help provide those services will sacrifice their hair to help with the fundraising effort.
Michelle Burling will celebrate her birthday shaving off her bum-length locks. At her side, breast cancer battler Toni O'Daly will go bald for the third time in her life - the second time by choice.
Between them, they hoped to raise more than $1750.
Businesses have been getting on board too, with bake sales, high teas and pink dress-up days planned.
Take Bay Venues for example. As a former Chiefs rugby boss, the company's chief executive Gary Dawson was accustomed to black, red and yellow.
But this month he planned to make pink his colour of choice in support of the trust and awareness month.
On October 13 his staff will be encouraged to do the same for a gold coin donation.
A dollar from every public entry into the Baywave pool will also be donated on that day, and there will be pink decorations and pink food sold in the cafes at Baywave and ASB Arena.
Mr Dawson said staff had suggested supporting the worthy cause.
"It's something we are more than happy to run with. Bay Venues is in the business of promoting active and healthy lifestyles. Awareness campaigns such as this one helps ensure members of our community can continue to enjoy exactly that."
Hot Pink Walk
Wednesday, October 11, starting at Masonic Park from 5.30pm
Join the sea of people wearing pink on this popular 3km fundraising walk in support of the Breast Cancer Support Service Tauranga Trust. Donations of $10 from adults and a gold coin from children appreciated. Register at House of Travel stores, Zed service stations or online at www.breastcancerbop.org.nz
Cover Your Breasts
Thursday, October 12 at Elizabeth Cafe and Larder from 6 to 10pm
An evening of inspiring speeches, food and music organised by Financial Independence in support of the Breast Cancer Support Service Tauranga Trust. $135 per ticket.
Pink Ribbon Appeal
Friday, October 13 and Saturday, October 14
Volunteers will be shaking pink collection buckets on a street near you, fundraising for the Breast Cancer Foundation. Alternatively, text PINK to 4499 to make a $3 donation.