Tauranga's central business district was transformed into a moving mass of pink as the 10th annual ASB Women's Walk for Breast Cancer took place.
Thousands of supporters swarmed The Strand for the ``pink walk'', which has raised money and awareness for Tauranga Breast Cancer Support Services for the past decade.
The local, non-profit organisation receives no funding from the Government and relies heavily on donations and money raised from the walk.
Breast Cancer Support Services manager Lea Lehndorf said they were thrilled with the turnout.
``We've been selling registrations over the long weekend as well and we haven't really stopped to count it all yet.''
Registration was $5 each but Ms Lehndorf said they received generous donations on top of those.
``We are really pleased people are supporting local women. It's heartening to see.''
The 4.5km walk went along The Strand, Devonport Rd, Third Ave, Cameron Rd, Brown St, Willow St and circled back to The Strand.
Everyone had smiles on their faces.
Jan Green, who headed the Sisters of the Unholy Disorder, helped lead a choreographed dance along to Beyonce's All the Single Ladies before Bay of Plenty Polytechnic warmed the crowd with Psy's Gangnam Style _ including a masked man in a pink petticoat.
Ms Green said she and her sisters were ``pumped'' for the walk.
``It's awesome to support something like this. It [breast cancer] could happen to any of us at any time.''
Coincidentally, Ms Green received a text yesterday morning reminding her she was due for a mammogram.
``So you see, the system does work.''
Mayor Stuart Crosby, Western Bay of Plenty area commander Inspector Clifford Paxton, ASB manager Don Brock and acting Tauranga Fire Chief Geoff Purcell were named judges for some of the 48 donated prizes on offer.
Mr Crosby said he was proud to be involved with the walk.
``There is a serious component but first and foremost, this is fun,'' he said, watching a group of pink-wigged ladies in tutus and wings walk by.
``This is one of the highlights of the year, to have thousands of people who really make an effort. So many people make an effort to get dressed up and have a good time.''
Event organiser Iris Thomas was thrilled with the turnout.
"I'm just amazed how it went from mediocrity to magnificent,'' she said.
"It was so quiet leading up to the event and I thought we would be lucky to have 1000.''