Lightening the load: PSC Crane & Rigging partners with Pink Ribbon Good

It’s not every day that a bright pink crane rolls onto a jobsite. When PSC Crane & Rigging deployed one to a hospital project in Ohio, spectators soon found out it was serving a much larger purpose than the lift itself. For PSC’s Owners Randy and Jim Sever, that moment summed up everything they love about the company’s partnership with Pink Ribbon Good (PRG): heavy equipment with heart.

PSC Crane & Rigging Owner Randy Sever and Pink Ribbon Good CEO Heather Salazar stand beside one of PSC’s pink-wrapped support prime movers promoting breast cancer awareness.

PSC joined PRG’s “Pink Fleet” five years ago, committing both financial support and visibility to an organization that provides free meals, rides to treatment, housecleaning essentials and peer support to individuals fighting breast and gynecological cancers. What started with one 300-ton crane wrapped entirely in pink vinyl has become a defining symbol of compassion for the family-owned lifting company.

“When that pink crane shows up, people light up,” said Sever. “Hospital staff come out to take pictures and request it to come back for the next job. It is advertising, sure, but it is advertising for something that truly matters.”

PSC has also wrapped one of its heavy-haul prime movers, ensuring the message would keep rolling as the truck turns heads on interstates.

For PRG’s founder and CEO, Heather Salazar, that kind of visibility is deeply personal. Her connection to the cause began in 2002 when she met a 23-year-old woman named Alexis who was seeking an adoptive home for her baby while facing stage IV breast cancer. Salazar and her husband ultimately adopted the child, and eighteen months later, Heather herself was diagnosed with the same aggressive form of cancer at just 31 years old. Out of those intertwined stories grew the mission of Pink Ribbon Good, to ensure that no one faces breast or gynecological cancer alone.

“Alexis did not have insurance or transportation,” said Salazar. “I saw firsthand how hard it is when you do not have support. The community stepped in for me, so I built an organization to do the same for others.”

Each Friday of October, members of the PSC team proudly wear Pink Out T-Shirts in support of Pink Ribbon Good (PRG).

Today, PRG operates in eight regions with plans to expand nationwide. Its Pink Fleet program brings that mission to life through partnerships with companies like PSC, each donating a portion of their proceeds and wrapping a vehicle in pink to raise awareness. The visual impact is undeniable. More than 90 pink trucks, mixers and cranes are now on the road, each symbolizing meals delivered, and families supported. Every wrapped vehicle represents roughly 500 meals and 200 rides to treatment each year for patients in need.

At PSC, the effort has grown far beyond equipment graphics. This year, the company also organized “Pink-Out Fridays,” inviting employees to purchase pink PRG shirts for October. Nearly 200 team members, from field staff to office staff, joined in.

“It has been amazing to see our people rally,” said Sever. “Everyone knows someone who has been touched by breast cancer. For us, it is personal. We have team members and their family members battling it right now.”

That sense of personal connection drives PSC’s commitment. “I went to a Pink Ribbon Good event about eight years ago,” he recalled. “I was blown away. You hear stories of survivors, of families who lost loved ones, and you realize how many people are fighting without help. The funds do not go to research. They go to real-life support: rides to treatment, meals, laundry, childcare. It makes an immediate difference.”

Pink Ribbon Good’s model also gives industrial partners a tangible way to contribute.

“These are salt-of-the-earth companies,” Salazar said. “They build America every day, and now they are helping build a safety net for people in crisis. PSC opened doors for us in the crane and rigging community, connecting us to others who share the same heart.”

PSC Crane & Rigging’s pink Liebherr all-terrain crane

That connection is exactly what Sever hopes will spread. As a long-time SC&RA member, he sees potential for the partnership to grow across the association.

“Heather is working to take PRG nationwide,” he said. “We have members from coast to coast. How incredible would it be to see a pink tower crane in California or a pink lowboy in Texas? It is a way for our industry to show who we really are, people who care.”

Both leaders see their work as proof that compassion scales.

“When you operate a crane or drive a heavy-haul truck, you are already lifting something massive,” Salazar said. “Through partnerships like this, you are also lifting up people.”