In 2010, Jeff Rowley founded "Charge for Charity", his personal quest to conquer his fears by catching a 20 foot wave without jet ski assistance, to raise $1 million (AUD) for his charity, Breast Cancer Australia.
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In July 2011, Jeff Rowley caught a 20 foot wave at Cloudbreak, Tavarua, Fiji, then raised the bar for 2011/12 to a 50 foot wave because he hadn't reached the million dollars he set out to achieve.