Problem
Substance use prevention and mental health awareness efforts often struggle with engagement—especially among students and families who may not actively seek out resources. Traditional approaches, such as classroom presentations or school flyers, often fail to capture attention or create meaningful conversations.
Campbell County School District #1 (CCSD #1) recognized this challenge and decided to rethink how prevention messaging was delivered. Instead of expecting students and families to come to them, they brought the conversation to one of the most anticipated community events of the year—the Thunder Basin vs. Campbell County High School football game.
Purpose
The Prevention Under the Big Tent event was designed to:
- Meet students, parents, and community members where they naturally gather—at a major sporting event.
- Engage participants through interactive, high-energy activities rather than passive information sharing.
- Reinforce positive social norms—showing students that most of their peers make healthy choices about substance use.
- Destigmatize mental health conversations in a way that felt approachable and fun.
CCSD #1 and Project AWARE created a circus-themed, interactive experience where attendees competed in engaging games while learning about mental health, substance use prevention, and available resources.
Payoff
The event was a huge success, surpassing expectations for engagement and impact:
- 500+ participants actively engaged, ranging from elementary to high school students and parents.
- Students were excited to learn that most of their peers make good choices, challenging the misconception that “everyone is drinking or vaping.”
- 83% of students surveyed said they have a trusted adult—a key protective factor in mental health and substance use prevention.
- Unprecedented interest in materials—at one point, 30+ students were lined up to engage with prevention content, proving the effectiveness of the approach.
A New Model for Prevention Outreach
What made Prevention Under the Big Tent different was how it changed the dynamic of prevention messaging.
- Students weren’t being lectured—they were having fun. The event made learning about mental health and substance use prevention an active experience, not just another lesson.
- Parents became active participants—many left grateful for the opportunity to engage in these conversations in a low-pressure, engaging environment.
- The stigma surrounding mental health was reduced—by incorporating it into a community celebration, the event made it easier for students and families to talk about mental well-being without fear or discomfort.
- Data-driven, positive messaging changed perceptions. By showcasing real statistics about student behavior, the event reinforced that most students are making smart choices, countering the false belief that substance use is the norm.
Why This Matters for You
For mental health professionals, substance use prevention coalitions, law enforcement, and school administrators, this case study proves that engagement matters as much as the message.
- Are your prevention efforts meeting people where they are?
- Are you making education interactive, engaging, and fun?
- Are you leveraging positive social norming to change perceptions?
The Prevention Under the Big Tent model shows that when outreach is designed around the community’s interests and culture, it creates a lasting impact.
Why This Works for Your Audience
- Engages students and families in prevention efforts.
- Demonstrates measurable success with participation data.
- Highlights how stigma reduction and positive social norming can change student perceptions.
- Makes it easy for decision-makers to see how they can apply this approach in their own communities.