For the first time men and families will be welcomed with open arms at Tauranga's annual "pink walk".
Celebrating its 11th year the traditionally women-only walk has always attracted a few pink-clad men in tutus and wigs but more recently the partners and children of women who have died from breast cancer have also opted to come along.
Organiser Allison Stewart said the walk, which raises money for Tauranga Breast Cancer Support Service, was a celebration of life and a chance for everyone, including men and children, to remember those that had gone.
"They'll be welcomed with open arms this year."
Meanwhile, House of Travel Tauranga will also replace ASB Bank as the main sponsor of the flagship fundraiser.