Proceeds go to Buddy Check 12, a partnership between Baptist Health and First Coast News (WTLV/WJXX). This organisation creates a link between women who call each other on each 12th of every month to verify that their partner has done her self-breast check thus enabling early detection of the disease. More than half a million women in the country are participating in the program. The event, featured on WTLV in Jacksonville, was originated by Jeannie Blaylock, the news anchor for First Coast News.