Yellow Feather Pick-Up Man Campaign

Yellow feathers symbolize hope, joy, freedom, and looking forward to a bright future. Finding a yellow feather is a good symbol for those who feel lost, depressed, or anxious, as they provide a reason to look forward to their future. At rodeos across South Dakota, attendees are wearing yellow feathers in their hats, hair, or incorporating them in their outfit to signal they are willing to be someone's "pick-up man" outside the arena. Since June 2025, over 72,000 campaign materials have been distributed.