Whether it's bull riding, steer wrestling, or saddle broncs, rodeos rely on the pickup man: the person who keeps riders safe and helps them out of harm's way. In this episode, we hear about the fantastic Yellow Feather - Pickup Man campaign for mental health in rodeo - and how you can be part of it.
Content Warning: this episode discusses suicide. If you are struggling, please check the resources we've compiled for you here.
Morgan Lehmann grew up with cattle near Rosthern, Sask. In this episode she shares the heartbreak of losing her brother, Josh, to suicide. Lehmann and her family started the Josh Lehmann Memorial Team Roping Jackpot in her brother's memory. She then travelled to Cheyenne, Wyoming to see their Frontier Days rodeo, where she felt the profound effect of seeing hundreds of people wearing yellow feathers in their hat bands. Those small symbols open bigger conversations, as rodeo participants reach out for help, and reach out to help others.
Tom Hirsig, CEO of Cheyenne Frontier Days, tells us the Pickup Man campaign started in 2022 when the long-running rodeo decided to showcase mental health and suicide awareness. The "Everybody Needs A Pickup Man" campaign was born.
Lehmann knows firsthand the importance of talking openly about mental challenges, especially in a community that often values toughness over vulnerability. She brought the yellow feather campaign to her own memorial rodeo in memory of her brother Josh, and now brings yellow feathers — and mental health awareness — to rodeos and western events across Alberta and Saskatchewan. Her story shows how good ideas spread, building a culture of openness and transparency about mental health challenges, so we all can become "Pickup Men" for one another.