Featuring patriotism, western heritage, and the cowboy lifestyle this assembly teaches students to “Cowboy Up” against the dangers of drugs and gangs. “Cowboy Up” is a term popular in Western arenas around the country encouraging people to be strong and tough. In this case it is used to teach the students to stick to the cowboy ideals and make good choices in life – saying no to drugs and gangs and yes to building self-esteem.