Dozens of people ran like crazy and took part in the annual Polar Bear Swim in Sidney, hosted by the Peninsula Celebrations Society.
The event takes place each new year on January 1, noon, at the beach south of Tulista Park.
Swimmers, young and old, braved the chilly water, and drew not only locals to the event, but folks from around the Peninsula, Greater Victoria and even from as far away as Montreal (they were in town visiting family).
Check a selection of additional polar bear swim images at the News Review's Facebook page.