John Cook Champions Nebraska Grasslands in New PSA Campaign

LINCOLN, Neb., Dec. 2 — Nebraska’s grasslands — vital to the state’s economy, environment and cultural heritage — are being highlighted in a new series of public service announcements featuring legendary Nebraska volleyball coach John Cook.

The PSAs, produced by Platte Basin Timelapse in collaboration with the Nebraska Grassland Alliance, the Nebraska Section of the Society for Range Management, and the University of Nebraska–Lincoln’s Center for Grassland Studies, will launch this fall in anticipation of the International Year of Rangelands and Pastoralists.

Filmed at the historic Pitzer Ranch near Ericson, the campaign showcases Nebraska’s sweeping prairies while underscoring their global significance. In the videos, Cook speaks about the value of teamwork, resilience and stewardship — qualities that connect volleyball and ranching, and that reflect Nebraska’s land-grant tradition of serving people, land and communities.

"Our grasslands define Nebraska," Cook said. "They sustain our cattle industry, they provide habitat for wildlife, and they shape the character of our state. This is about protecting something that matters deeply — for us and for the generations who will follow."

The importance of grasslands extends beyond their ecological significance. Across Nebraska, grasslands serve as:

An economic driver: Grasslands support Nebraska’s cattle industry, a cornerstone of the state’s economy and rural vitality.

A environmental safeguard: Healthy rangelands protect water quality, improve soil health, store carbon, and provide essential wildlife habitat.

A cultural legacy: Ranching and prairie life are inseparable from Nebraska’s identity, shaping communities and traditions across the state.

The PSA campaign is part of IANR’s ongoing work to connect Nebraskans with the land and natural resources that sustain them. Organizers are also exploring opportunities for the videos to be shown at Nebraska athletic events this fall, bringing the message to Husker fans statewide.

"As a land-grant institution, we have a responsibility to educate and engage Nebraskans about the resources that sustain our economy, environment and communities," said Dave Wedin, director of the center for grassland studies.

"This campaign is a powerful way to do just that."

To learn more about Nebraska’s celebration of the International Year of Rangelands and Pastoralists, visit www.nebraskasgrasslands.org.