Annual 'Plunging for Pink' event returns to Austin

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The annual 'Plunging for Pink' event, part of the 'Paint the Town Pink' campaign, will take place on Saturday, January 31st at Austin's East Side Lake. Residents will take an icy plunge into the lake to raise money for breast cancer research at the Hormel Institute. Over the past 16 years, the event has raised over $995,000, and organizers are hoping this year will be the one where they cross the $1 million milestone.

Why it matters

The 'Plunging for Pink' event is a long-standing community tradition in Austin that has generated significant funding for an important cause - breast cancer research. As a major milestone approaches, the event highlights the town's commitment to supporting cancer research and the impact that grassroots community fundraising can have.

The details

At 2 p.m. on January 31st, residents will take the plunge into the chilly waters of East Side Lake to raise money. Registration begins at 1 p.m., and hot chocolate will be provided to warm up the plungers afterwards. Over the past 16 years, the event has raised over $995,000 for the Hormel Institute's breast cancer research efforts.

• The annual 'Plunging for Pink' event takes place on Saturday, January 31st, 2026.
• Registration for the event begins at 1 p.m. on January 31st.
• The plunge into East Side Lake occurs at 2 p.m. on January 31st.

What’s next

Organizers are hopeful that this year's event will push the total funds raised over the $1 million mark, a significant milestone for the long-running community fundraiser.