project sticker shockThe Project Sticker Shock Campaign is designed to reach adults who might purchase alcohol legally and provide it to minors. Stickers warning about the penalties for furnishing alcohol to minors are placed on all multi-packs of beer, wine coolers, and other alcohol products that might appeal to underage drinkers. The impact of the stickers is increased by media coverage of the event and by longer-lasting signs and window clings to be displayed by participating retailers. The project represents a partnership between youth, retailers, concerned parents and community members, prevention professionals, and law enforcement with the goal of educating potential furnishers, raising public awareness about underage drinking, and strengthening the deterrent effect of the law against providing alcohol to minors.

Project Sticker Shock History

  • Began in 1998 in Pennsylvania
  • Many communities in Maine, Massachusetts, Michigan, Virginia and New York have adopted the awareness campaign
  • Locally, Genesee and Wyoming counties have participated
  • Livingston County began participating in 2008, with 45 adult and youth volunteers, 23 retailers and 9000 stickers placed, 22 stores participated in 2009 with 14,000 stickers placed, 20 stores participated in 2010 with 15,000 stickers placed, 2011 we had 19 stores place 11,500 stickers and in 2012 we had 13,500 stickers placed in 16 stores.

Why Implement Project Sticker Shock in Livingston County?

Survey data collected through Healthy Communities that Care (HCTC) (grades 6th-12th) shows some eyeopening data on underage drinking:

  • Average age that Livingston County youth first try alcohol is age 13
  • 7 % of 8th graders, 22% of 10th graders, and 40% of 12th graders reported drinking an alcoholic beverage in the previous month. Heavy drinking is a problem at all three grade levels. Among eighth graders, 4% reported binge drinking (5 or more drinks in one sitting). 13% of 10th graders and 27%of 12th graders reported binge drinking.
  • 29% of those that report drinking say they got the alcohol from parents with their permission, 44% obtain alcohol from people over the age of 21, 35% get it from other family members
  • 41% of those that report drinking say they drink at home with parent’s permission, 29% drink at someone else’s home with their parent’s permission