Virginia ABC Invites Community Organizations to Participate in Project Sticker Shock

In its continuing efforts to prevent underage drinking, the Virginia Department of Alcoholic Beverage Control (ABC) has retooled its community awareness program, Project Sticker Shock.

In addition to a new look for the program’s messaging, Project Sticker Shock participants will be able to take advantage of online training, event registration and post-event evaluation.

The online capabilities were designed to increase communities’ capacities to participate in this program, the department said, with easily accessed materials and information. The enhanced digital presence also allows the agency to reach all areas of the commonwealth, creating a larger impact for the 13-year-old Project Sticker Shock program.

It is estimated by the National Council on Alcoholism and Drug Dependence (NCADD) that in the U.S. 7,000 minors—younger than 16—take their first drink each day. Project Sticker Shock seeks to prevent those 21 and older from providing or purchasing alcohol for a minor. Participants in the program visit partnering stores and place stickers with a warning message about the penalties of providing alcohol to youth on alcohol products.

This program represents a partnership among youth, retail establishments, concerned parents, community members, prevention professionals and law enforcement, the department said. Any organization, coalition, club or group can participate.

“We know from studies conducted by NCADD that 39 percent of students who drank alcohol said a friend or family member gave it to them and 28 percent said they gave money to someone to purchase it for them,” said Katie Weaks, Virginia ABC’s Education and Prevention Section manager. “By contributing to this project, citizens throughout the commonwealth are taking a proactive stance against social providing.”

In order to participate in Project Sticker Shock, the first step is to complete the online training here.


Once participants have completed the online training, they will receive a Project Sticker Shock materials package and register their event with Virginia ABC. After the event is complete, they can complete an online evaluation form and share their success and assist with statewide reporting.



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