LARAMIE, Wyo. (AP) — Some are raising objections to a planned marketing campaign for the University of Wyoming, calling the slogan sexist, racist and counterproductive to the university's recruiting goals.

The Laramie Boomerang reports the slogan claims, "The world needs more cowboys."

University of Wyoming Director of Communications Chad Baldwin defends the slogan, saying one of the campaign's central goals was redefining the word "cowboy" to represent all faculty, staff, students and others associated with the university.

The University of Wyoming Committee on Women and People of Color wrote a letter to Baldwin and University of Wyoming President Laurie Nichols, asking them to "shelve that slogan and find another one that represents the diversity of people and cultures that we have, and want to have, as UW."

Boulder, Colorado-based marketing firm Victors & Spoils was paid around $500,000 to develop the campaign.