- F E A T U R E
S T O R Y -
TOUGH ENOUGH
to wear pink
Tough Enough to Wear Pink (TETWP), the grassroots cowboy campaign to fight breast cancer, celebrates its 18th anniversary. Through the combined efforts of hundreds of volunteers and regional rodeos across the U.S. and Canada, TETWP has raised over $37 million since its inception in 2004. The money raised benefits local breast cancer charities and the Breast Cancer Research Foundation, which funds breast cancer research projects throughout the word. Tough Enough to Wear Pink was created when Terry Wheatley teamed up with former director of special events at Wrangler Karl Stressman and issued a challenge: wear the color pink during competition at the Wrangler NFR. The idea was to bring attention to the need for breast cancer early detection and a cure. While pink is not typically associated with rough and tumble rodeo cowboys, the industry and fans rose to the challenge, filling the arena with the symbolic color. Inspired rodeo associations began asking how they could put on TETWP events at their own hometown rodeos, and the grassroots fundraising took off, one rodeo at a time.
Photo by Prescott Frontier Days®, Inc.
In 2021, Prescott Frontier Days®, Inc. raised $9,900 from our Tough Enough to Wear Pink project. The money is used for Fry’s gift cards and donations to YRMC BreastCare Center for cancer patients in need. These gift cards can be used to help with prescription costs, food needs, and fuel to get to their treatment appointments. No administration fee is deducted, allowing 100% of the proceeds to go directly to those in need. Since 2006, Prescott Frontier Days, Inc. has donated over $54,500 to help local cancer patients. Profits from pink merchandise available for purchase at the rodeo will go to this community program. The amount donated will depend on the generosity of the community.
Photo by Blushing Cactus Photography
110 WORLD’S OLDEST RODEO® • 1888-2022
