Project Sticker Shock
Frequently Asked Questions
How many youth do I need for this project?
Solution:
It is advisable that you should plan for approximately 5 to 20 youth from each community, depending
on the size and number of licensees who have volunteered to participate in the project. You may want to divide
the youth into groups that cover certain areas of your community simultaneously. If you are coordinating
the project in more than one community, you will want to plan accordingly and have a similarly sized group for each community.
How do I locate the names and addresses of the licensee in my community?
Solution:
You can locate the names and address by using your community telephone directory yellow pages. Also,
the Regional Offices of the Virginia Department of Alcoholic Beverage Control Board, upon request, can
provide you with a list of the licensees in your county. Allow 5-7 days for the information to be provided to you.
How do I get local government officials, law enforcement agencies, or other community leaders to attend and participate in the event?
Solution:
Don't wait until the last minute to get them involved.
In your initial presentation to the anticipated invited guests, stress the importance of the project and that the press will be covering the event.
Remind them that alcohol is one of the most common contributors to injury, death, and criminal behavior among youth. The enforcement of laws regulating the commercial availability of alcohol to youth is critical, but only one step in the process of reducing underage drinking. Studies have shown that 68% of youth between the ages of 18 to 20 years old report that adults over 21 years old are the most common sources of alcohol. By comparison, only 14% of the youth reported that they got their alcohol most recently from a commercial outlet. Their public support of strategies, like the Statewide Sticker Shock Project that focus on adult providers and supported by effective media coverage, raises awareness of the problem and help bring about change
What if the media does not show up?
Solution:
Because you arrived at the retail establishment early, you can make a telephone call to remind the media of
the event. Be sure to give specific instructions on how to get to the establishment. If the media does not
show up, continue the event as planned. After the event, you should call again and/or deliver your prepared media
packet along with photo to the editor.
What if the media asks one of the youth participants a question that is framed to "trap" or intimidate?
Solution:
Prior to the event, select youth that feel at ease to talk to the media. Practice with the youth the message
or the point of the interview or story should be. Review possible questions that the media may ask and the answers/responses
that are options.
How do I get the media to cover the event?
Solution:
Know whom you are calling and what their beat is. Take the initiative. Pick up the phone and call. When you
make contact, get to the point and provide honest, timely, clear, and inclusive information. After the initial
contact, follow up. If you told them you will call back, call back! If you tell them you will send additional
information, send it! If you tell them that you will keep them informed, keep them informed.
Also, don't limit your efforts to what they've seen or done before. Creativity is by far the most important factor in putting together a good media event.
Also, media events should be designed so that the reporters and other observers will walk away knowing exactly what your policy goal is. Guide the media's attention in such a way that the policy implications of the problem, not just the individual implications, are the primary focus. Focus on shaping attitudes, effecting policy, and building social movements.
How many stickers do I need?
Solution:
After you determine the number of licensees volunteering to participate in the project, notify the Virginia Alcoholic
Beverage Control Education to obtain additional stickers.
May the cases, kegs, can, or bottles of beer in the distributorship be moved or rearranged?
Solution:
The owner of the retail store or the employees of the location are the only ones permitted to move or rearrange anything in the establishment.
Where are the stickers to be placed?
Solution:
The stickers are only to be placed on beer cases or the sides of the cardboard flats that hold a case of
cans that are on the floor of the beer distributorship. Stickers should not be placed on kegs or bottles.
Youth should never be in coolers, cold storage, or on the docks of the retail establishments.