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  • VA: Virginia ABC Invites Community Organizations to Participate in Project Sticker Shock

VA: Virginia ABC Invites Community Organizations to Participate in Project Sticker Shock

VA: Virginia ABC Invites Community Organizations to Participate in Project Sticker Shock


Virginia Department of Alcoholic Beverage Control

September 17, 2015

RICHMOND – In its continuing efforts to prevent underage drinking, the Virginia Department of Alcoholic Beverage Control (ABC) has retooled its community awareness program, Project Sticker Shock, to keep alcohol out of the hands of Virginia youth. In addition to a new look for the program’s messaging, Project Sticker Shock participants will be able to take advantage of online training, event registration and post-event evaluation.


The online capabilities were designed to increase communities’ capacities to participate in this program with easily accessed materials and information. The enhanced digital presence also allows the agency to reach all areas of the commonwealth, creating a larger impact for the 13-year-old Project Sticker Shock program.


It is estimated by the National Council on Alcoholism and Drug Dependence (NCADD) that in the U.S. 7,000 minors—younger than 16—take their first drink each day. Project Sticker Shock seeks to prevent those 21 and older from providing or purchasing alcohol for a minor. Participants in the program visit partnering stores and place stickers with a warning message about the penalties of providing alcohol to youth on alcohol products.


This unique program represents a partnership among youth, retail establishments, concerned parents, community members, prevention professionals and law enforcement. Any organization, coalition, club or group can participate.


“We know from studies conducted by NCADD that 39 percent of students who drank alcohol said a friend or family member gave it to them and 28 percent said they gave money to someone to purchase it for them,” said Katie Weaks, Virginia ABC’s Education and Prevention Section manager. “By contributing to this project, citizens throughout the commonwealth are taking a proactive stance against social providing.”


In order to participate in Project Sticker Shock, the first step is to complete the online training at https://www.abc.virginia.gov/education/programs/project-sticker-shock. Once participants have completed the online training, they will receive a Project Sticker Shock materials package and register their event with Virginia ABC. After the event is complete, they can complete an online evaluation form and share their success and assist with statewide reporting.


“Virginia ABC values its continued partnerships with organizations participating in Project Sticker Shock and is excited to provide this streamlined training and event registration to expand its alcohol education and prevention initiatives,” Weaks said.




The Virginia Department of Alcoholic Beverage Control (ABC) is a major source of revenue for the commonwealth, contributing more than $1.8 billion to the general fund in the last five years. The agency currently operates 352 state stores. Its Bureau of Law Enforcement oversees more than 16,000 ABC licensed establishments while the Hearings and Appeals Division considers more than 700 cases each year. The agency also provides alcohol education and prevention programs for people of all ages. ABC is committed to progress and innovation in carrying out its control, service and revenue mission. Web: www.abc.virginia.gov Facebook and Twitter: @VirginiaABC


Contact: Valerie Hubbard Phone: (804) 204-2327