Papamoa Beach is lined with pink as hundreds of supporters take part in the annual Pink Papamoa Beach Walk.
People of all ages raided their supplies of pink clothes, hats, wigs and headbands to support the Breast Cancer Support Service.
The walk began at Papamoa Domain in front of Papamoa Surf Lifesaving Club soon about 10.15am and is expected to finish at about 11.30am.
