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Pick-Up Man Program

AGC of Wyoming is proud to partner with Cheyenne Frontier Days (CFD) to promote suicide prevention through the “Pick-Up Man” campaign—a heartfelt initiative launched in 2023 with support from country music icon Garth Brooks. I

Inspired by the rodeo pick-up man, who is always there to help cowboys in need, the campaign encourages everyone to “be a pick-up man” for those struggling with mental health—or to reach out when they need help themselves.

Yellow feathers—worn in cowboy hats or displayed as stickers on construction hard hats—serve as a powerful symbol of support and awareness. Yellow is the national color for suicide prevention, and wearing a feather signals that you’re someone who’s ready to help or a reminder to seek support.

Both the construction and rodeo industries share a culture of independence and self-reliance, which can make it harder for individuals to ask for help. This campaign bridges that gap, promoting conversation, connection, and use of the 988 Suicide and Crisis Lifeline.

Together, AGC and CFD are working to break the stigma around mental health, encourage community support, and save lives—one yellow feather at a time.

​Members can request stickers for their crews from the AGC of Wyoming Office.