Bailey Heryford

Author: Bailey Heryford

  • Cowboys for Conservation: How “Tough Enough to Wear Pink” Brings Awareness to Breast Cancer Through Rodeo

    In professional rodeo, tradition and toughness are a key component but it’s also a community that comes together for important causes. One example of this is the “Tough Enough to Wear Pink” campaign, a nonprofit initiative under Cowboys for Conservation that has helped bring breast cancer awareness into the spotlight of western sports.

    The campaign was launched in 2004 by breast cancer survivor Terry Wheatley, who asked one powerful question: “Are you tough enough to wear pink?” The goal was to encourage cowboys—symbols of strength and grit—to wear pink at PRCA-sanctioned rodeos in support of breast cancer awareness. What started as a bold statement has since grown into a national movement, raising over $40 million for breast cancer charities across the U.S. and Canada. Which is super impressive!

    https://toughenoughtowearpink.com/

    At the heart of Tough Enough to Wear Pink is their mission: using the influence of rodeo to promote breast cancer awareness, early detection, and treatment, especially in rural communities where healthcare access can be limited. Also where rodeo seems to be the most popular. The organization focuses on community outreach, fundraising events, and partnerships with local rodeos, health centers, and hospitals to bring care directly to the people who need it most. They also emphasize emotional support and education for patients, families, and caregivers.

    What makes this campaign so effective is how it meets rural communities exactly where they are. Rodeo is a huge part of their lifestyle and traditions By tying awareness efforts to these beloved events, Tough Enough to Wear Pink makes the cause feel personal and accessible. Many local rodeos across the country host special “Pink Nights,” where fans, athletes, and staff are encouraged to wear pink, and portions of ticket sales or auctions go directly toward breast cancer support efforts. These events often include fundraising raffles, merchandise sales, and special tributes to survivors, making the message both visible and impactful at the community level.

    For example, I’m from Oregon and the St. Paul Rodeo hosts an annual “Tough Enough to Wear Pink Night,” where the arena is filled with pink shirts, banners, and special presentations honoring those impacted by breast cancer. A portion of the event’s proceeds is donated to local breast cancer organizations, showing how even smaller, community-based rodeos play a meaningful role in supporting the cause.

    This campaign as a great example of cause marketing done right. It’s a mix of emotional storytelling, strategic partnerships, and genuine community engagement. Tough Enough to Wear Pink doesn’t just bring pink to the rodeo—it brings purpose to the community and events. Creating a true powerful connection.

    https://toughenoughtowearpink.com/

    https://www.stpaulrodeo.com/

  • Exploring PR Through the Lens of Sports and Rodeo

    Welcome to my blog! I am excited explore the ever-evolving world of public relations and sports communication, with a particular focus on the Professional Rodeo Cowboys Association (PRCA) and other organizations that are leveraging digital media to elevate their brands. As a Public Relations and Sports Business student at the University of Oregon, this blog reflects my academic journey, my lifelong passion for sports, and my growing interest in strategic communication.

    Sports have always been a huge part of my life. I grew up playing lots of sports including volleyball, softball, and golf, and spent countless hours watching and attending games with my family and friends. My dad was always the one with the TV on, watching every sport imaginable, and his love for competition and the stories behind the games rubbed off on me. Through these experiences I developed a deeper interest in the stories behind the sport—the narratives crafted by public relations professionals to engage audiences. As well as the business behind it.There’s a raw intensity in rodeo that’s unlike any other sport. The mix of tradition, skill, and determination really caught my attention, and I became fascinated with how public relations plays such a crucial role in conveying that energy to the audience. Rodeo is deeply rooted in history, but it’s also evolving rapidly, especially through digital media, which makes it even more exciting for me to explore.

    PRCA has effectively captured the attention of a younger audience through their strategies. At the same time, they’ve ensured that older, more traditional fans remain engaged by offering a mix of content, from live event coverage on television to updates through newsletters and social media apps. The PRCA continues to emphasize the culture and history of rodeo, showcasing classic moments that resonate with long-time fans.

    What to Expect
    This blog is designed to offer insights and reflections for a variety of readers—public relations professionals seeking fresh perspectives, rodeo fans curious about the behind-the-scenes communication efforts, and students of communication interested in real-world sports applications of public relations theory.

    In future posts, I will explore how sports organizations foster brand loyalty through compelling content, examine how the PRCA utilizes platforms like Instagram and YouTube to expand its reach, and share actionable strategies for effective digital communication. I’ll dive into the strategies that are reshaping the way rodeo and other niche sports organizations communicate with their communities. I’m excited to share my findings, discuss challenges, and offer insights into how PR can drive change in both traditional and modern sports.


    Source:

    https://www.prorodeo.com/news