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.
Bailey Heryford 