The look is unusual, but the concept is simple. Firefighters are wearing pink.

"Blue supporting pink. Since the caveman days our inherent nature is to want to take care of our women," Fireman Dave Graybill said.

The guardians of the ribbon are four full-time Phoenix firefighters who will travel to more than 70 cities in an effort to fight for women who don't have the ability to fight for themselves.

"A lot of money goes to research, but yet we've got women that are getting sick. They need money now so the money we are going to try to raise is going to go directly to our women," Fireman Wally Monsivaiz said.

The team has received thousands of dollars in donations including seven sets of pink uniforms, matching helmets and a pink fire truck.

In the past 49 days, these men have gathered more than 7,000 signatures, each signature representing a woman who has either survived or died from breast cancer.

The men got a warm welcome from local residents.

"I'm glad I could bring my daughter down and show her the truck.  I'm really proud of these guys and hope they keep it up," father David Ewing said.

The group asks that all public safety workers, politicians, and community members wear pink to work on Oct. 25, 26 and 27 in honor of those battling breast cancer.

Reported by: Rhonda Craig