In the last couple of days, a lot of library folk have been checking out the new Wyoming Libraries Campaign, which has a lot of clever elements, including billboard ads, bumper stickers, and radio ads. But the one example that’s drawn the most criticism has been the "Mudflap Girl" bumper sticker, based on a stylized iconic silhouette. 

There’s some thoughtful back-and-forth on the blog of the ALA Committee on the Status of Women in Librarianship; some contributors consider the image irredeemable, sending the wrong message, while others give it a half-nod. And here’s some rather charged commentary, as well as an alternative, adults-only graphic of a man.

We at LJ thought the collection was dramatic enough to feature on our FrontDesk page in the October 1 issue. We chose three bumper stickers, but I was surprised that "Mudflap Girl" passed muster with a few colleagues because, to my non-truckerish New York eyes, it’s both clever and sexist, though, as some commenters suggest, the image of the "girl" suggests she's not exactly as buxom than the icon. (Is it wink-wink sexist or just plain sexist? I’ll leave that to the semiotics experts.)

"Not for everyone"

Let's note that the campaign was shepherded by veteran library consultants Peggy Barber and Linda Wallace. And the Wyoming State Library’s Tina Lackey, Publications and Marketing Manager, was ready to head off criticism at the pass.

Lackey emailed LJ: "The best thing is that we are targeting the 'mudflap girl' campaign to non-library users who are interested in auto repair, hence the connection to the ChiltonLibrary.com auto repair database that is available to all Wyoming residents with a Wyoming library card. We are sending the stickers and posters to auto repair stores across the state. It really is a great way to get a new demographic of library users to the library. Men between the ages of 18 and 34 don't always see the library as relevant to them, and now they are!"

Lackey added, "We did research on library cards users and non-users before introducing this campaign, and what we found was that a majority of men in Wyoming did not find the library relevant to them. We realize this campaign is not for everyone, nor is it for every area of the country. The bumper stickers are very popular with all demographics, and you can see them on vehicles across the state!"

The women in Wyoming might be the best arbiters of this.