Project Sticker Shock (PSS)

Did you know that alcohol is the most widely abused substance among youth in the United States? Underage drinking is dangerous because it negatively impacts brain development and increases the risk of physical and sexual assault, legal problems, other drug abuse, heavy drinking later in life, and suicide and homicide. According to the 2018 National Survey on Drug Use and Health, the majority of underage drinkers (72%) did not pay for alcohol the last time they drank and the most common source of alcohol (23%) for these youth was an unrelated person aged 21 or older. Giving alcohol to youth is considered social providing. Underage drinkers may also purchase the alcohol themselves with the use of a fake ID. In Virginia, these offenses are Class 1 misdemeanors and are punishable by fines of up to $2,500, and/or 12 months in jail and loss of driver's license for up to one year.

Project Sticker Shock aims to prevent underage youth from obtaining alcohol from adults 21 or older or using a fake ID to purchase alcohol by raising community awareness about Virginia laws. During an event, participants place stickers and window clings that warn about the legal consequences for providing alcohol to underage youth and using a fake ID to purchase alcohol on cases and coolers of alcohol at local retailers. This program encourages partnership between community organizations, youth, retail establishments, law enforcement, media, and other community members. We provide a free online training and event supplies for all coordinators planning to hold a Project Sticker Shock event. Follow the three steps below to hold your own event!

In order to hold an event, the first step is to register for online training to learn the logistics and best strategies. You will take the training titled “Project Sticker Shock Pre-Event Training."

Once you complete online training, register your event and request a supplies package using the event registration form.

When your event is complete, fill out the final report form to share your success and assist with our statewide reporting.

In addition to the required online training, PSS offers materials that support efforts to plan and implement an event. Our goal is for coordinators to use the below educational resources to help their events be more successful and impactful.

Project Sticker Shock Planning Guide (PDF): This guide was designed to assist in the implementation of an event by establishing a 10-step action plan and timeline to follow. The frequently asked questions and sample documents also help coordinators to complete each step and solve any issues that may arise.

Project Sticker Shock Informational One-Pager (PDF): This one-pager can help coordinators recruit alcohol retailers or other community partners for participation in their event. It provides basic information on what Project Sticker Shock is and why it is important.