Sticker Shock

Project Overview

Sticker Shock empowers youth to raise public awareness about underage drinking and the law by placing educational stickers on alcohol packaging throughout the region. The stickers say, “Providing alcohol to minors is a crime punishable by a $2,000 fine and 2 years in jail. Our community thanks you for keeping our youth alcohol-free.” Sticker Shock typically occurs on and around holidays. Youth empowerment groups partner with local law enforcement agencies to visit local alcohol retailers and place stickers on the alcoholic products they sell. A coordinated media plan promotes stores that participate in Sticker Shock. The project encourages adults to think twice before providing alcohol to youth, encourages parents and caring adults not to allow youth to drink at parties, recognizes the youth for taking action on this issue, and praises the retailers for participating.

In the Ludlow, Vermont area, Sticker Shock involves Shaw’s Supermarket and Brewfest.  Both businesses are highly supportive of the program. Ludlow Police Department always provided an officer to accompany the students. Youth groups included Rotary’s Youth Group, Black River Area Community Coalition’s Youth Leadership Group and students from local schools. In the Londonderry, Vermont area, students from Flood Brook School partnered with Winhall police officers to put stickers on twelve packs and cases of beer in Londonderry and Weston. After stickering in the stores they typically share some ice cream and talk about alcohol advertising and marketing and how it affects young people.


Green Peak Alliance Partners: Black River Area Community Coalition, The Collaborative, Greater Falls Connections

Community Organizations: Ludlow Police Department, Winhall Police, alcohol retailers in Ludlow, Weston & Londonderry, Ludlow Rotary Club’s Youth Group, Black River Area Community Coalition’s Youth Leadership Group


2018 – Present

Project Resources

Sticker Shock Label for 2019

Sticker design used for Sticker Shock in 2019.