Taking part this year — as emcee for the countdown — will be Life is a Highway’s Tom Cochrane, as once again the calendar rolls around to the annual Courage Brothers’ Polar Bear Dip.

This will mark the 24th annual dip that in recent years has born the hallmark, Water for Water, as it benefits World Vision and water projects worldwide.

“Three million people on this planet, two million of them children, will die as a result of water-related diseases,” said Todd Courage.

“World Vision’s water projects are not about just setting up and walking away,” said Trent Courage, noting the Canadian charity that’s headquartered in Mississauga also provides education and operational expertise to people so they can manage their own water supply once World Vision has departed.

That’s why what began as a wake-up call, so to speak, on New Year’s Day in their mom’s backyard, has developed into a well-known event that captures attention not just in Oakville, but across the GTA and beyond, benefits water.

The water-for-water theme fits like a glove, according to the Courage brothers.

While the event grew slowly at first, it has mushroomed in recent years and raised $60,000 last year.

While the target was $40,000, based on the results, the Courage brothers are setting their sights on the event raising $60,000 this year.

That works as it is half of the cost of a water project taking place in the Umutara region of Rwanda.

Persistent droughts in that region have left the majority of the population without reliable access to safe water. Just one in three families in the region draws water from a protected source.

The remainder of the population relies on contaminated water collected from shallow hand-dug wells, swamps and ponds.

As a result, hundreds of children regularly suffer from recurring waterborne diseases.

The shortage of water also has a damaging impact on a child's future.

Since kids are the principal fetchers of water and must walk long distances each day carrying heavy containers, they often miss school classes, or find themselves too tired to concentrate on their studies.

Without opportunity to complete their education, children cannot gain skills they need to reach their potential.

While the economy is rough this year, the Courage brothers reported that 450 dippers took the plunge last year — a growth in individual participants.

Another 5,000 came out to Coronation Park to watch the spectacle and take part in not just the dip, but what has become a New Year’s Day tradition and event.

Participation at the plunge level depends a lot on the weather, according to the Courage Brothers. There are more brave souls — and bodies — as the thermometer climbs above zero, they say.

New this year is Cochrane’s participation. And once again participants and spectators can get ready for the costume contest.

While it has now reached the status of prizes being awarded, the costume contest, like the dip itself, just grew out of a few participants who took it upon themselves to dress up for the event.

“Each year the costumes get more outlandish,” said Trent.

It’s always interesting to see who and what shows up. According to Trent, many are sporting wild attire, others are more scantily clad (when perhaps they should not be).

In addition, there is always live entertainment with Whaling taking the stage. As well, there will be a post-dip party at Tin Cup beginning at 3 p. m. Registration will begin at the dip site — Coronation Park — at 12:30 p. m.

The Courage brothers said registration has been streamlined to take much less time than in previous years. You can download a registration form at www.polarbeardip.ca .

Whaling' will take the main stage at 12:30 p. m., too, until 1:45 p. m. when registration closes and the costume contest is held on the main stage. At 1:55 p. m., prizes will be drawn on stage and at 2 p. m. dippers will hear the call “Ready, set, dip” and the real fun will ensue. The post-dip party will begin at Tin Cup Sports Grill located at 1540 North Service Rd. W.

The Courage brothers’ dip in Oakville is the largest in Canada and besides celebrating its 24th edition this year, has worked with World Vision for 14 years.

Anyone who wants to help can do so by becoming a sponsor or become a polar bear.

Dippers pay a $25 registration fee and are encouraged to gather pledges from friends and family. Every $100 raised equals one ballot for the grand prize draw.

Others can donate online at www.polarbeardip.ca . Last year, the event raised $60,000 for South Darfur,

Sudan. In 2007, $40,000 was raised for the Kandiaye & Saré Yéroyel Communities in Senegal. In 2006, $35,000 was raised for the Masima community in Kenya while $60,000 was raised for tsunami relief in 2005 and $20,000 was raised in 2004 for Costa Rica, Nicaragua, Zambia and Uganda.

For more information, visit www.polarbeardip.ca .