MADD Launches ‘Sticker Shock’ Campaign

MADD News:

The campaign consists of teams of youth, accompanied by adult chaperones, placing brightly colored stickers on multi-packs of alcoholic beverages (beer, wine coolers, etc.) and paper bags at participating stores.

The stickers read, “Providing Alcohol to Minors is ILLEGAL: Fines are up to $5,000 and/or up to two years in jail” and “You Must Be 21 to Purchase Alcoholic Beverages. It’s the Law! ID Required.”

The purpose of Sticker Shock is to raise public awareness about the minimum drinking age law by placing the stickers on multi‐packs of beer, wine coolers and any other alcohol products that appeal to underage drinkers. The goal of this project is to discourage adults and older peers (those who are 21 or over) from providing alcohol to minors.

According to a 2004 study sponsored by the National Institute on Drug Abuse, over 94 percent of 12th graders, 84 percent of 10th graders, and 65 percent of 8th graders report that alcohol is “very easy” or “fairly easy” to get and a recent American Medical Association poll showed that adults are the most common source of alcohol for teens.

Preventing underage drinking is everyone’s responsibility; including parents, teenagers, public health agencies, law enforcement, and retail establishments.

• It is estimated that the enforcement of the 21 minimum drinking age has saved more than 21,000 lives—nearly 1,000 lives saved per year. (National Highway Traffic Safety Administration)

• Traffic crashes are the number one killer of teens and over one–‐third of teen traffic deaths are alcohol-related. (National Highway Traffic Safety Administration)

• Nearly 5,000 people die every year from underage drinking–‐related causes (alcohol-related traffic fatalities, homicides, suicides, drowning, alcohol poisoning and other unintentional injuries.) (National Academies of Science)

• People who begin drinking before age 14 are seven times more likely than those who began drinking after age 21 to report being in a motor vehicle crash because of their drinking. (National Highway Traffic Safety Administration)

• High school students who use alcohol or other substances are five times more likely than other students to drop out of school or to believe that earning good grades is not important. (National Institute on Drug Abuse)

• Youth who start drinking before age 15, compared to those who wait until age 21, were 12 times more likely to be unintentionally injured while under the influence of alcohol, 7 times more likely to be in a motor vehicle crash after drinking, and 10 times more likely to have been in a physical fight after drinking. (National Academies of Science)

Founded by a mother whose daughter was killed by a drunk driver, Mothers Against Drunk Driving® (MADD) is the nation’s largest nonprofit working to protect families from drunk driving and underage drinking. MADD also supports drunk and drugged driving victims and survivors at no charge, serving one person every 8.6 minutes through local MADD victim advocates and at 1-877-MADD-HELP. – See more at: