One community group in Papamoa could take home $2000 in cash when the inaugural Polar Plunge kicks off in June.
Organised by Papamoa Unlimited, participants can nominate a non-profit group when they sign up for the challenge and make a gold coin donation.
Event manager Kate Percy said the event was being held on the shortest day of the year "so it's going to be blimmin' cold so I am sure there is going to be a few laughs".
"It's all about trying to inspire some camaraderie within individual groups as well as the community. People have already started to nominate themselves to plunge on behalf of a certain group and I think that is really cool."
Papamoa Surf Lifesaving Club would patrol and set up flags at the beach by Papamoa Domain. A name would be drawn after the plunge and provided that person fully submerged themselves in the sea, the group they nominated would win the $2000. Spot prizes were also up for grabs that participants were in the running to claim, she said.