When Bob Carey's wife Linda was diagnosed with breast cancer in 2003, he wanted to do something that would make her smile—and help out families affected by the disease along the way.
That's when the New York-based photographer came up with The Tutu Project, a lighthearted photo series featuring Carey wearing a pink tutu in places like the Grand Canyon or Bloomingdale's that helps raise money for families needing help with cancer-related costs often not covered by insurance.
"When we started doing this project back in 2003, it made Linda happy and made things seem more normal," Carey tells Today. "It really helped because we were focused on something other than the cancer and were enjoying being creative together."
Now Carey is asking fans to get in on the act.
On October 1, Bob and Linda launched a campaign with the hashtag #Dare2Tutu, in which they asked fans (and basically everyone) to don a pink tutu themselves, share the picture over social media with the hashtag and donate to The Carey Foundation, the couple's nonprofit organization that helps the families with costs such as home care, transportation and child care.
The response has been inspiring.
People all over the world have submitted photos of themselves—and sometimes their pets—wearing a signature pink tutu to help with the cause.
In fact, October 22 is #Dare2Tutu Day (Get it? "2-2"), in which the Tutu Project's Twitter and Instagram feeds will be posting a photo every 30 minutes of a fan-submitted tutu photo that also has the hashtag.
"I find it hilarious to see these macho men in pink tutus," Bob told Today. "I guess that's what people might think when they see my photos!"