Waianakarua cowboy Graeme Purvis was pretty in pink at the Omarama rodeo yesterday.
Mr Purvis, who was competing in the team roping, was wearing a pink shirt promoting the CRT Tough Enough To Wear Pink rodeo at Waikouaiti on February 7.
People have been encouraged to buy the pink shirts to raise money for the New Zealand Breast Cancer Foundation.
The idea originally came from the United States, where the charitable initiative was very strong.
The aim was to raise the profile of the Waikouaiti rodeo while supporting a good cause, Mr Purvis said.
There had already been a "magical" response and about 60% of the shirts the club had bought had already been sold.
More would be ordered.
It was not very difficult to get staunch cowboys to wear pink, although "some have to be bullied into it", Mr Purvis joked.
There will be a very strong pink theme at the Waikouaiti rodeo - with even horses wearing pink - and it would definitely become an annual event.
It had breathed extra life into the club and, already, sponsorship had doubled, he said.
There will also be a sweepstake on the barrel race, with proceeds going to the foundation, and another sponsor had offered to give $350 every time an open bull rider lasted eight seconds.
Mr Purvis said breast cancer was a cause that touched virtually everybody.
"We're all married to them [women] and we've all got mothers."
Already the committee was looking forward to the 2011 event, with plans to make it even "bigger and better".
The hill above the arena at Buscot Station yesterday provided excellent viewing for the Omarama rodeo.
The weather was fine and warm.
