Wyoming’s ‘World Needs More Cowboys’ Campaign Wins National Award

The University of Wyoming's "World Needs More Cowboys" marketing campaign recently took home two honors at the 34th Annual Educational Advertising Awards in Atlanta.

Out of 2,200 entries from over 1,000 colleges and universities, the television commercial was named Best In Show. The complete integrated marketing campaign was also awarded a silver medal at the ceremony.

“It’s wonderful to see that our marketing campaign and its anthem video are being recognized as outstanding not only among higher education institutions but also across all types of advertising,” University of Wyoming President Laurie Nichols said in a press release. “We know ‘The World Needs More Cowboys’ has galvanized UW alumni and other supporters across the country and even internationally while catching the attention of thousands of prospective students and many others. The external validation in professional advertising circles demonstrates the power and impact of the campaign among a variety of audiences.”

The "World Needs More Cowboys" campaign generated controversy when it was introduced last summer. Some faculty and student groups complained the slogan was sexist and reinforced an outdated stereotype. Others criticized the University for paying an out-of-state marketing firm $500,000 to create the campaign, noting that the slogan had already been used by Oklahoma State University.

In spite of the criticism, the campaign has been popular with Pokes fans. UW alum turned country music artist Chancey Williams even wrote a song inspired by the slogan, which he performed last year at the opening ceremony of the National Finals Rodeo in Las Vegas.