Nearly $700,000.
That’s what a lawn full of plastic pink flamingos has raised for breast cancer patients across North Florida and South Georgia over the past seven years. The 2026 #FlamingoChallenge, run by First Commerce Credit Union and the foundations behind four regional hospitals, kicked off in October for Breast Cancer Awareness Month.
How the flock works
Think of it like a neighborhood bake sale, except the baked good is a bird on a stick. Individuals, businesses, schools and community groups donate, and in return they get a flock of pink flamingos and yard signs to plant at home, at the office, or anywhere else that needs a splash of pink. The lawn ornaments do double duty: they signal support and they get neighbors asking questions.
Every dollar stays local. Money raised in a community goes to the cancer program serving that community.
“The #FlamingoChallenge is a powerful example of what can happen when a community comes together for a shared purpose,” said First Commerce CEO Cecilia Homison. “What makes it especially meaningful is knowing that every dollar raised stays local, directly supporting patients and families facing breast cancer in our communities.”
Where the money goes
- Tallahassee: The Tallahassee Memorial HealthCare Walker Breast Program, through the Tallahassee Memorial HealthCare Foundation.
- Panama City: The Ascension Sacred Heart Bay Cancer Center, through the Sacred Heart Foundation.
- Thomasville: The Archbold Cancer Center Resource Fund, through the Archbold Foundation.
- Valdosta: The Pearlman Cancer Center at SGMC Health, through the SGMC Health Foundation.
Treatment is only part of the bill for a cancer patient. Donations help cover advanced imaging scans, lodging and transportation assistance, cold-cap therapy, wigs, lymphedema sleeves and other support programs. The aim is to lower the financial barriers and improve the quality of care.
The track record
First Commerce launched the challenge seven years ago. Since then it has delivered more than $500,000 to Tallahassee Memorial HealthCare’s Walker Breast Program, nearly $85,000 to the Archbold Foundation and nearly $100,000 to the SGMC Health Foundation.
Bay County joined in 2025, and its first fundraiser brought in $15,463 for Ascension Sacred Heart Bay.
What’s new this year
Organizers are building on that Bay County start with the first-ever #FlamingoChallenge Bridge Walk for Breast Cancer. It takes place Saturday, Oct. 17, at Carl Gray Park in Panama City. Walkers can register here.
Joining in has also gotten simpler. Check out the donation links and flock sign-ups.
Businesses can pitch in too. Ideas include community round-up nights where a portion of purchases goes to the cause, special menu items, and tournaments where registration fees are donated.
Your move
If you live in one of these communities, you have an easy way to help someone nearby through a hard stretch. Donate, claim a flock, plant it in your yard, or lace up for the Bridge Walk. If you run a business, a round-up night might be the simplest way to get your customers involved. Either way, the money stays close to home.