More than 100 brave people did their part for the Make-A-Wish Foundation in Stratford on New Year's Day at the third annual Little Pub Polar Plunge.

Organizers say they don't mind submerging themselves in the icy waters for such a great cause, but say it wasn't that bad considering how mild the weather was for January.

"This is our third year of beautiful weather so we're lucky or we're blessed, and what we've learned over the years is that as long as the air temperature and the water temperature are kind of the same, it's not that bad. I mean, don't get me wrong, it's not enjoyable, but it's not as bad as jumping in the Pacific Ocean when you're in San Francisco," said Little Pub owner Doug Grabe.