Across the wide-open stretches of West Texas, rural communities are quietly struggling. Population numbers are shrinking, economic opportunities are limited, and a sense of uncertainty hangs in the air. 

To understand and address these challenges, a team of faculty and students at Texas Tech University’s Davis College of Agricultural Sciences and Natural Resources launched the We Love West Texas Project. Led by Jason Headrick, Ph.D., and Erica Irlbeck, Ed.D., the initiative takes a grassroots approach to gathering data, engaging with local communities and fostering a sense of pride and leadership among rural youth in their communities.  

Before launching support programs, Headrick and Irlbeck needed to know what was going on in rural Texas. Headrick said rather than relying on mailed surveys with low response rates, the project team prioritizes face-to-face interactions, placing themselves in these communities.  

Headrick, assistant professor of leadership and community development, said this project sprouted from ideas circling around a Davis College catalyst grant aimed at tackling critical issues in rural areas.  

“The approach that we want with this is we want to do grassroots and meet people where they are,” Headrick said.  

“We started having conversations about what we needed to know about mental health in rural areas and among farmers and ranchers,” Headrick said. “And we pretty soon realized we don’t have this data.”  

One major goal of the project is to encourage young people to take an active role in their home communities. Many young people see leadership as something for older generations, but Headrick encourages them to look beyond that idea.  

“You have so much stake in the game because people want to see those from rural towns prosper,” Headrick said. “People are willing to let you have a seat at the table if you’re willing to put in that work.” 

The Rural Youth Catalyst Summit, hosted by the We Love West Texas on March 29, 2025, aimed to empower students to take pride in their communities. The event brought around 35 high school juniors and seniors from surrounding rural communities together for a day of speakers, activities and leadership development.  

“It is important to understand that you may be from a rural area but it’s a great thing because you understand the world from that perspective,” Headrick said. “And if you go back to your hometown, great. But, if you go somewhere else, there are always ways that you can still make an impact in your hometown and still be connected there.”  

By combining research, community engagement and student empowerment, the Davis College is proving the future of rural Texas is far from lost. 

“Someone who made a big impact on me in my young professional career said, ‘Be willing to share where you’re from, because that’s who shaped you,’” Headrick said. “I have never forgotten that.”