The nationwide “Sticker Shock” campaign aims to curb underage drinking this holiday season

(BOISE) – Shopping at liquor stores across Idaho will look a little different this holiday season as the annual youth-led public awareness campaign “Sticker Shock” begins Friday, November 29th.

The effort represents an ongoing partnership between the Idaho Office of Drug Policy (ODP) and the Idaho State Liquor Division (ISLD). Local community students and school-based student groups work with participating ISLD stores to create “Sticker Shock” waves throughout Idaho by placing eye-catching stickers on the brown paper bags customers use to carry their purchases. Their goal is to deter adults who may be willing to purchase alcohol or to make alcohol available to youth under 21.

The message “Ensure a Better Future: Never Offer Alcohol to Minors” is intended to draw attention to the problem of underage drinking and discourage adults from offering alcohol to minors, especially at a time of year when risk is high.

The Sticker Shock campaign encourages adults to do their part to reduce young people’s access to alcohol while supporting safe and healthy choices. Underage drinking is a community concern and the most effective way to address it is through community involvement.

“The Stick ’em On events organized by local students provide a perfect opportunity to educate our youth about the dangers of underage drinking. We thank all community organizations for their continued participation in this event,” said ODP Director Marianne King.

“The ISLD is required by law to responsibly sell alcohol to Idahoans age 21 and older who choose to consume alcohol. “We have a zero-tolerance policy when it comes to anyone who purchases alcohol and then illegally distributes it to minors,” said ISLD Director Andrew Arulanandam. “We encourage all communities in Idaho to join us in curbing underage drinking because the pain of someone being hurt and changing the course of a young person’s life can last forever.”