For the last 28 years, the Susan G. Komen event has attracted thousands of breast cancer survivors and supporters to the art museum.
But this year, organizers say the newly named More Than Pink Walk will have a more intimate touch.
For starters, attendees will now have to register for the event, which will also be gated.
"If 100,000 people come to an event and only 10,000 contribute or register, that means you have to use donor dollars to pay your bills and that's not what we want to do," Susan G. Komen Philadelphia CEO Elaine Grobman said. "We want the dollars that are raised to go back into the community."
Grobman says that the money raised will go toward "mammograms, treatment, education programs, and research."
She says that's especially important for people who can't afford preventative care or treatment.
"Reaching out to all communities all underserved communities, who will do that?" she said.
In addition to the walk, this year's event will also feature four tents focused on the Komen mission, as well as something for the kids.
"Oh my gosh, we have Freeda the Frog who's hopping all the way from New York. She's a storyteller and an author," Grobman added.
The walk will be held Sunday, May 12 at Eakins Oval and the Philadelphia Museum of Art. For more information, visit KomenPhiladelphia.org/Walk.