New initiative deepens meaning of ‘True Blue’ pride

Just after moving into her dorm as a new student in fall 2019, Emma Stanton was invited to go to a volleyball game. There, she came across the student club known as UB True Blue — an inclusive group of Bulls fans known for their extra-exuberant show of support from the stands. She knew right then that she wanted to get involved.

“Having such a large portion of the student body show up to games — it’s an incredible feeling to be a part of something so big,” says Stanton, a fine arts major. “The club has made UB feel like home.”

A new initiative launched by University Communications aims to take part in that longstanding spirit and build on it by recognizing all of the ways that the people who make up the UB community — students, faculty, staff, alumni and friends — feel and express their own kind of True Blue spirit.

“We see it at games, of course, but we also see pride in UB being expressed all over campus and on social media,” says Devon Jerla, marketing manager for University Communications, who is helping promote the campaign. “There’s a strong sense of camaraderie at UB and an eagerness to show it both internally and externally. And we are excited to amplify that because it’s so positive and so powerful.”

To launch the universitywide campaign this semester, University Communications is collaborating with the UB True Blue student club, as well with UB Athletics, Student Life, Advancement and other university administrative units. From student groups to academic units, all are invited to join in by showcasing the ways their constituents show pride for UB.

“The overall objective of UB True Blue is to build on the pride people have for the university, and to give students, faculty, staff and alumni a collective way to express that pride,” says John DellaContrada, vice president for communications. “We see this as a long-term effort to create a stronger sense of belonging among the UB community, which we believe is something many people want to share in.”

A new website, buffalo.edu/trueblue, serves as a hub for True Blue spirit, showcasing stories, profiles and photos, and inviting the entire UB community to submit their own. A poster campaign highlighting some of the faces of True Blue is popping up on UB buses and in other places. A series of articles diving deeper into what it means to be True Blue will appear in UBNow throughout the spring semester. “True Blue Fridays” encourages all members of the UB community to wear their UB gear each Friday, and the hashtag #UBTrueBlue offers an easy way for social media followers to make the connection on Instagram, Facebook, Twitter and LinkedIn.

For Jim Atwood, SUNY Distinguished Teaching Professor in the Department of Chemistry, finding cause for celebration at UB comes easy. As the faculty athletic representative for the Office of the President, he has traveled to some of the Bulls’ football bowl games and NCAA basketball tournament appearances. And as a veteran faculty member — he came to UB in January 1977, just prior to the infamous blizzard — he’s seen the campuses and the community grow by leaps and bounds. “The progress made in the last 45 years is truly amazing,” Atwood says. “The friendliness and diversity are wonderful.”

Ryan Taughrin’s True Blue spirit shines in myriad ways. Over the 12 years he’s been part of the UB community — first as a graduate student, then as a full-time employee working in various administrative capacities for the past 10 years — and has been grateful for the many memorable opportunities afforded to him. Taughrin is also a part-time student in the higher education PhD program, as well as an avid volunteer. Standout moments include working behind the scenes at 10 commencement ceremonies, providing logistical help for former President Barack Obama’s visit in 2013, and donning the mascot costume to play Victor E. Bull at not just one, but two campus events.

“I consider myself lucky to be at a university where all this has been possible,” Taughrin says.

Showing some True Blue pride doesn’t have to be as extreme as assuming the role of Victor E. Bull, as fun as that might sound. “Anyone who wears UB gear on a Friday is doing it right,” Jerla says. And she offers one more way to get on board — the men’s basketball match on March 1 will be a “blue-out” game, in which spectators are asked to wear gear that makes the stands look like a massive sea of UB blue. True Blue giveaways and other surprises are planned.

Ethan Tong, a biomedical sciences major and member of the True Blue student club, knows well the excitement that comes with these events and the meaningful connection made among the fans.

“The best part, besides cheering on our amazing sports teams, is meeting different people,” Tong says. “It truly is the diversity of people at UB that makes it great.”