“Tough Enough to Wear Pink” campaign seeks to raise funds for Vucurevich Cancer Care Institute expansion

RAPID CITY, S.D. — Monument Health is turning up the dial on cancer awareness through their “Tough Enough to Wear Pink” campaign, a marketing effort that seeks to raise funds for the expansion of the John T. Vucurevich Cancer Institute.

What was once a laser focus on breast cancer, has now become an aggressive plan of action to eradicate all forms of cancer. Monument Health will be showcasing and selling Tough Enough to Wear Pink memorabilia in the ice arena of the rodeo zone at the Civic Center for the entirety of the Stock Show.

The Monument Health Foundation has taken on the bulk of the price tag needed for the revamped facility, but more is still needed.

“The Monument Health Foundation has kicked in a lot of money towards this campaign, so we’re a long way towards our goal but there’s still a ways to go towards it. We’re hoping to raise two million dollars from the public as part of this campaign, and this Tough Enough to Wear Pink initiative is going to go towards that,” says Cory Ferguson, Community Relations Specialist at Monument Health.

This Thursday, Feb. 4, will be Tough Enough to Wear Pink night at Rodeo Rapid City during the PRCA performance. Everyone is encouraged to wear their pink palettes in support of the cause.

Shirts can also be purchased at Monument Health or online.