The Patch Turns Pink for Breast Cancer Awareness Month

Over the last 30 years, the color pink has become synonymous with the month of October. Breast Cancer Awareness Month, the annual campaign to increase awareness of the disease and to raise funds for research into its cause, prevention, diagnosis, treatment and cure has spurred countless individuals, organizations, and companies to get involved. This fall, the patch went pink, thanks to BICO Drilling Tools, Inc. out of Houston Texas and local Michigan companies like True North Directional Services, LLC that are using pink PBL subs and motors!



For Breast Cancer Awareness Month, BICO chose to support the Hope Cancer Retreat (HCR), a non-profit that provides low cost housing for cancer patients from around the globe visiting the University of Texas MD Anderson Cancer Center. HCR has help over 500 families enjoy a home away from home while seeking treatment. To raise awareness and funds for Breast Cancer Awareness Month and the Hope Cancer Retreat, BICO has donated $200 for every pink PBL sub and motor rented during the month of October to The Hope Cancer Retreat ( in addition to its annual donation. BICO will be presenting Hope Cancer Retreat with the funds raised on October 26th and will continue to partner with Hope Cancer Retreat on an annual basis. 

“You think about the oil patch being a tough bunch, but in October, BICO will paint all motors leaving our doors the pink color that represents Breast Cancer. We hope everyone notices the drilling motors with the unusual color pink. From our facilities, to the flatbed truck traveling across America, to the rig site, we hope to raise awareness to not only Breast Cancer Research and Treatment, but to the wonderful work done by HCR.” - April Valentine, Marketing and Communications Manager at BICO

When April heard about the matching efforts of True North, she said “We are very excited to know that our great customers share in our commitment to Breast Cancer Awareness”.

Here in Michigan, local companies are making a local impact. Carl Jock of True North Directional Services, LLC out of Roscommon committed to matching BICO’s donation and will be sending $200 per pink motor the company uses to Munson Healthcare Women’s Cancer Fund. As of Oct. 22nd, the PINK motor count was at 10, meaning True North Directional will be donating at least $2,000 to Munson Healthcare Women’s Cancer Fund. At the time of publication, there will still be a few days left in the month, in which Carl hopes that they’ll be able to use even more PINK motors.

Thanks to some inspiration from his daughter, Carl has had a busy 2019 giving back to local communities. In addition to the PINK motor campaign, he made a large donation to the Conductive Learning Center of North America in Grand Rapids. The Conductive Learning Center works to provide opportunities for individuals with motor challenges to achieve optimal physical, cognitive, and social independence through the application and promotion of conductive education principles. With an increased commitment to giving back to local communities across the state, Carl hopes to encourage others in Michigan’s oil and gas industry to do the same. Check out the MOGA in Your Community Section on the Michigan Oil and Gas Association website to see more on the positive impact our industry has at the local level.

Michigan Petroleum Directory Now Available!