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Photo courtesy of @katherine.merck on Instagram. ……

This week is the “Daddy of ‘Em of All.” That’s right! The world’s largest rodeo, 126th Annual Cheyenne Frontier Days, is taking place!

While at this rodeo this week, spectators may notice a trend hitting inside and outside the arena!

Contestants and those involved can be spotted wearing yellow feathers in their hats.

Katherine Merck, the 2016 Miss Rodeo America, explains, “These feathers are part of our suicide awareness and prevention campaign, built around the role of the rodeo pick up man. We are encouraging people to be that “pick up man” to someone else by being there for them and lifting their spirits, and for those who need a hand up to reach out for a pick up man. 100% of the net profits from our pick up man feathers will benefit Wyoming suicide prevention.”

If you’re at the CFR this year, keep an eye out for the feathers because “We all need a pickup man!”