http://www.toughenoughtowearpink.com/Tough Enough to Wear Pink was created by entrepreneur and breast cancer survivor Terry Wheatley to bring the sport of professional rodeo and the western community together to rally against breast cancer. Since its inception in 2004, TETWP has empowered rodeos and western events in the U.S. and Canada to focus attention on the need for a cure. To date, the campaign has raised $5 million dollars for breast cancer charities, much of which stays right in the community. The grassroots movement has inspired other sports communities to mount their own TETWP campaigns, spreading a message of hope and support that reaches beyond the rodeo arena to competitors, families and fans across America.
How it all began.
In 2004, Terry was looking forward to attending the Wrangler National Finals Rodeo in Las Vegas as she had for many years. Her son Wade Wheatley was a consistent WNFR finalist in team roping (header) and her husband Jim had been a six-time WNFR team roping qualifier himself. Terry was a senior executive at a major wine company sponsoring the WNFR telecast.
But Terry had recently undergone breast cancer surgery and, although things looked positive, it was on her mind. She had lost her grandmother to breast cancer, her mother had a double mastectomy before the age of 40 and her daughter Katie had undergone two surgical biopsies before the age of 20. What’s more, Karl Stressman, Director of Special Events for Wrangler at the time and her close business associate, was dealing with its devastating impact, as his wife Val had struggled with the disease.
“It seemed as if everyone I knew was affected” recalls Terry. “I felt a very strong need to somehow take action.”
Terry realized from her own situation that early diagnosis and treatment was key to a successful outcome. She toyed with some ideas to rally the rodeo and western community to get that message across. And then the big one hit. What if, on one night of rodeo’s greatest spectacle, the competitors could be convinced to wear pink shirts? Not a color normally associated with rugged events such as bull riding and steer wrestling, but that was the point. That was how to make a statement. Broadcast on national television, no less. All she had to do was make it happen. In three weeks.
So now every Friday performance of a PRC Rodeo is "Tough Enough To Wear Pink Day". The cowboys, bullfighters and anyone involved all wear pink shirts and donations are taken for Breast Cancer Awareness. Over $5Million dollars have been collected so far.