Thousands of volunteers take to the streets if Ireland today hoping to raise up to €3 million for cancer research.
The Irish Cancer Society will use the money collected during its Daffodil Day appeal for free care services nationwide.
The campaign has raised €33 million for cancer care since its inception in 1987.
Some 5,000 people are expected to take part this year in what has become the country's longest running flag day.
The charity needs funding for a free night nursing service, 26 hospital-based cancer liaison nurses, the Cancer Information Service, home care teams and nurse bursaries.
The charity's cancer services rely entirely on voluntary contributions.
John McCormack, chief executive of the Irish Cancer Society, said 22,500 new cases of cancer would be diagnosed in Ireland this year.
This figure is predicted to rise to 43,000 new cases by 2020, representing an increase of just over 5 per cent year on year. The growth is blamed on an ageing and increasing population and a general neglect of healthy lifestyle behaviours.