Dozens of brave men and women lined up to take part in a mad dash to the sea at Walcott, on the north Norfolk coast, on Christmas Day.
The event started 11 years ago in memory of Hilary Dockerty following her death, aged 22, from cystic fibrosis.
Thrill-seekers lined up on the beach, some in fancy dress, to brave the waves at 11am.
Ian Taylor, from Happisburgh, cheered them on from the sidelines, but did not brave the water.
He said: 'There were about 20 people leaping into the water. Men and women, aged from their 20s to 50s, I would say. I don't go in. It's too cold for me.
'I know it's been a mild day but that does not seem to make much difference with the temperature of the water. They all said it was still really cold. 'They only stayed in the water a few seconds.'
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here