Brave residents will plunge into the winter waters at Papamoa to warm the hearts of others on Sunday.
Papamoa Unlimited's Kate Percy said the focus of this year's Papamoa Polar Plunge on July 30 is doing something to benefit others.
The best-dressed participant will win the opportunity to donate $1000 to their chosen charity.
Mrs Percy said she had been talking to local schools to chat to children about what it meant to do something good in the community ahead of Sunday's event.
"It is trying to inspire doing something for others for the benefit of a lot of people instead of just yourself."
Mrs Percy said the Papamoa rugby team, Bulldogs, were the winners of the first polar plunge and used their prize money to buy uniforms for their junior team.
"They also put their coaches through first aid courses."
She said Papamoa Kindergarten was also a previous winner and used its winning funds to build a new playground for its children.
Last year's winners were the BOP Dragons dragon boating team who used the money for entry fees into their competitions.
"There has been a real variety of people winning and contributing the money to various causes," she said.
Mrs Percy said she was expecting a few hundred people at the plunge on Sunday.
"The prize money is for the person who is best dressed, so I am sure there will be some interesting costumes."
There will be free hot soup offered to plunge participants to warm up after the event before prizegiving at Papamoa Tavern.
The Papamoa Polar Plunge is on July 30 at Papamoa Domain, with registrations from 10.30am and plunge time at 11am. Entry is a gold coin donation.