Building a stormwater outreach program that changes behaviors requires more than meeting MS4 permit requirements. Missoula, Montana's Stormwater Utility rebuilt its program from the ground up, shifting from traditional one-way outreach to community-driven stewardship. Using the Pattee Creek Watershed initiative as a case study, the presentation explores how partnerships with neighborhood councils, nonprofits, landowners and local agencies created momentum around a creek long viewed as a drainage ditch. Shared storytelling, informal public meetings and direct communication of water quality challenges helped residents take ownership of their watershed. The session also covers how Missoula's Adopt-A-Drain program expanded citywide reach and improved public participation metrics. Lessons learned, including what worked and what required adjustment, offer practical guidance for MS4 communities with limited staff or resources.