JACKSONVILLE, Fla. -

If you looked out into the crowd Sunday at The Players Championship you probably saw a whole lot of pink -- pink hats, shirts, pants, shoes. You name it, people wore it, and all for a good cause -- breast cancer awareness and research.

From a kid in Pink Flamingo hat snapping a selfie to a grown man in a pink Hawaiian shirt, there was no shame Sunday for people decked out in pink.

“It's an awareness thing, it doesn't hurt anybody," said Jay Farmer, a fan of The Players. "I've got pink clothes. If it helps a tiny bit for the zero effort I put in, then hey, why not?”

“Every year, you come here and you go, 'Will anybody remember to wear pink? And you see the Players and you see the broadcasters and all the fans walking around in pink and it makes me heart feel so good,” said Donna Deegan, founder of the Donna Foundation.

The tradition started three years ago as a partnership with The Players Championship to help raise money for men and women suffering from breast cancer who can't afford their treatments.

"The prestige of The Players is something that is recognized around the world, so to have our name connected to that, knowing that The Players would support our charity is a very big deal for us,” Deegan said.

“It shows that everybody is thinking about it," Farmer said. "There's guys from countries all over the world here playing that this isn't just an American thing. It’s not just a sport thing, it's not just a spectator thing, it's an everybody thing.”

Farmer said it's that mentality that could help cure the horrible disease.

“It's breast cancer," Farmer said. "It's specific but at the same time, cancer is cancer. I've got a feeling that if they find a cure for breast cancer it's going to be able to pull over to a lot of other people, whether its prostate cancer or whatever it is."

“Who doesn't love a man in pink?" said Betty McClintock. "We love that.”