It's not often socially acceptable to have boobs on show in public, but some made an exception - of sorts - for the annual Pink Walk.
People turned Rotorua's Village Green on the Lakefront pink tonight to raise money and awareness in support of those with breast cancer.
The 10th annual 3.4km Pink Walk is Rotorua Breast Cancer Trust's major fundraising event.
Tourists turned from the setting sun over Lake Rotorua to catch a snap of the pink mass moving along the lake.
In the crowd were Sharon Buckley and Sandra Thomas, who were dressed as boobs.
Although their shared costume was light-hearted, the reason for it was serious.
The women work at Cantabria and said they both knew someone affected by the illness.
Thomas was walking for her aunty and Buckley for her sister-in-law and said seeing the turnout was heartwarming. The turnout had grown significantly in the over the years.
A group of teachers and Year 11 to 9 students from Rotorua Lakes High School were sporting a pair of baby pink wings.
As they strutted their stuff, the teachers were thinking of their colleague Aunty Bea, who passed away from her battle with cancer last year.
Teacher Kimiora Insley said although Aunty Bea did not have breast cancer, supporting charities such as this was something the local legend always got behind.
Sports teacher Lisa McFarlane said she would perform concerts and donate the money to charities, particularly cancer.
Student Isidora Gonzalez, 16, said the walk was an inclusive and fun way to show support not only to those who have cancer but the loved ones who are affected by it.
Most walked but others came along on skateboards, prams, bikes, wheelchairs and even a few leashes.
Craig Mclean glided down the footpath on his mobility scooter in a pink onesie, his kitten Rastus in tow and a donation bucket on his handle.
He reckoned he raised about $100 before the walk had finished.
Paul Osborne and Kurt Rencher joined the rest of their Ngongotahā Fire Station crew who trudged through in their 26kg kit.
The crew had done it for the last six years and said the heavy gear was a way to make the walk more difficult in support of the difficult fight others had.
The cause was close to home for Osborne as his mother battled the illness.
He said felt honoured to be a part of it, knowing first-hand how the money could help.
Proceeds from registration and sponsorship of the walk help the trust to fund education, tailored support, exercise programmes and support groups.
The Rotorua Breast Cancer Trust has helped women and their families whether it is help at home after surgery, Pink Pilates to improve movement, a programme after breast cancer rehab to reduce or manage symptoms of lymphoedema, or care packages.
Rotorua Breast Cancer Foundation chairwoman Sarah Davies estimated about $19,000 was raised from the walk with around 12,000 people participating. She said business participation increased year on year, and this year had outshone other years.
She said it was good to see the entire community getting behind something that will be going back into the community too.