Are You “Tough Enough to Wear Pink?”

More than 2,000 people said, "Yes, I am!" Avera Marshall's "Tough Enough to Wear Pink?" campaign concluded with the Lyon County Fair PRCA rodeo on August 7, 2009. More than 2,000 "Tough Enough to Wear Pink?" t-shirts were sold along with a number of hats, bandanas and bracelets. The campaign raised over $10,000 to make cancer screenings and education available to uninsured and underinsured individuals in our region. Thank you to everyone who supported this great cause!

Avera Marshall partnered with Lockwood Motors of Marshall and the Lyon County Fair PRCA rodeo to sponsor the “Tough Enough to Wear Pink?” campaign. In addition to raising money, the initiative was designed to increase cancer awareness. The national Tough Enough to Wear Pink campaign began in 2004 to raise funds and awareness for breast cancer in the rodeo community. Pink is not a color traditionally associated with rugged rodeo events like bull riding and steer wrestling, but that’s the point of the campaign -- to make a bold statement about a serious health problem.

See who is "Tough Enough to Wear Pink?" 

View photos of area families and businesses wearing their Tough Enough to Wear Pink shirts.

Taking the Show on the Road!

Also as part of the “Tough Enough to Wear Pink?” campaign, Avera Marshall participated in several area parades in the summer of 2009 to raise cancer awareness. Lockwood Motors  provided a 2009 Dodge Ram truck sporting the “Tough Enough to Wear Pink?” logo. We handed out pink candy, beach balls, mints, mammography messages and more!