A call has gone out for people to dig deep and help brighten up thousands of people's lives with the launch of this year's Advertiser Cracker Appeal.
The annual scheme relies on the generous donations of local businesses and people.
The Magnet Leisure Centre and Copas Turkeys are among the organisations that support the appeal every year.
Money raised will be dished out to groups across Maidenhead to help them fund day trips and group events throughout the year, as well as their Christmas parties.
The gauntlet has already been thrown down by the Magnet - with fitness fans challenged to get sweaty in support of the appeal.
The leisure centre in Holmanleaze launches its 10:10 challenge on Monday that will run through to December.
It will hold four sessions a day for people to spend 10 minutes on a bike and 10 on a treadmill after a light warm-up.
Divided into four categories depending on age and gender, prizes will be given to those who have managed to travel the furthest in the 20 minutes.
Senior fitness consultant Anjuli Dare, who has helped organise the challenge, said: "Anyone can take part."
Anjuli is hoping the fitness sessions, which cost £7.50 for adults and £3.50 for students, can raise £2,000.
Last year, generous businesses and organisations donated £10,530.73 to the appeal.
Top Ten Articles
CCTV images have been released of men police would like to speak to in connection with a homophobic attack on a couple as they took a train home from a Valentine's Day meal.