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The University of Wyoming鈥檚 鈥淚 Am a Cowboy鈥� marketing video has been recognized among the best single-spot television ads among all national higher education advertising in the past year.

, which anchors the second phase of UW鈥檚 鈥淭he World Needs More Cowboys鈥� marketing campaign, earned a gold award in the 37th annual Educational Advertising Awards competition, sponsored by Higher Education Marketing Report. The 2021 competition attracted over 2,000 entries from more than 1,000 colleges, universities and secondary schools from all 50 states and several foreign countries.

Additionally, UW鈥檚 鈥淚 Am a Cowboy鈥� video received regional 鈥淎ddy鈥� awards in the American Advertising Federation鈥檚 American Advertising Awards competition. The 30-second and 1-minute versions of the video received silver Addys in the competition, which is for advertising of all types, not just higher education. The video also received a 鈥淢osaic鈥� Addy for displaying a commitment to diversity, equity and inclusion.

鈥淲e鈥檙e delighted that our message -- which draws upon Wyoming鈥檚 proud heritage and redefines what it means to be a Cowboy in this day and age, distilling it down to the inner spirit of curiosity and boldness that all who call themselves Cowboys and Cowgirls can identify with -- continues to resonate with a variety of audiences, including professional advertising circles,鈥� says Chad Baldwin, UW鈥檚 associate vice president for marketing and communications. 鈥淭he 鈥業 Am a Cowboy鈥� video highlights an inclusive community composed of curious, courageous, authentic individuals who are optimists, risk-takers and adventure-seekers -- no matter their race or gender, or whether they鈥檙e students, employees, alumni or other supporters. As we always say, it isn鈥檛 what you are that makes you a UW Cowboy, but who you are.鈥�

UW鈥檚 original 鈥淭he World Needs More Cowboys鈥� video was named the 鈥淏est of Show鈥� in TV advertising in the 2018 Educational Advertising Awards competition and 鈥淏est of Show鈥� in the regional Addys competition. -- which took the university鈥檚 boldest asset and modernized it to reflect today鈥檚 challenges -- has been viewed millions of times.

The new 鈥淚 Am a Cowboy鈥� video builds on the themes of the original video, highlighting the attributes of UW students, employees, alumni and supporters. It features undergraduate student Nataly Beacham, graduate student Diont茅 George and head swimming and diving Coach Dave Denniston. The new video is being used in advertising on various digital channels to reach prospective students and parents in key target market regions, as well as traditional media inside and outside Wyoming. It has been viewed over 220,000 times on YouTube.

In addition to the gold award for the 鈥淚 Am a Cowboy鈥� TV ad -- UW was one of just 10 institutions to receive that honor -- a separate UW video received a gold award in the 鈥渟pecial video鈥� category in the 2021 Educational Advertising Awards competition. , released at the height of the COVID-19 pandemic, echoed themes of 鈥淭he World Needs More Cowboys鈥� and encouraged the UW community to 鈥渆mbrace the unknown with unbendable optimism.鈥�

And UW鈥檚 first-year student viewbook received a bronze award in the national competition.

Additional 鈥淚 Am a Cowboy鈥� videos are planned in coming months, featuring individuals who exemplify the characteristics of UW Cowboys and President Ed Seidel鈥檚 four pillars emphasizing digital literacy, entrepreneurism, interdisciplinarity and diversity/inclusion.

鈥淭he World Needs More Cowboys鈥� has resulted in an increase in the number of prospective student inquiries tied to UW advertising; generated national and international news coverage estimated to have a value of $6.1 million; helped drive an increase in annual giving; and created dozens of merchandising opportunities for UW licensees and university entities.