The Richmond Register

December 29, 2012

Sticker Shock

Madison County Youth in Action conducts annual holiday campaign

Special to the Register

RICHMOND — According to the Substance Abuse and Mental Health Services Administration, on average, 25 people died per day in December 2010 in car crashes caused by alcohol-impaired drivers.

That’s why Madison County Youth in Action partnered with local law enforcement agencies to conduct its annual holiday Sticker Shock campaign Saturday morning. The team of student volunteers visited Monty’s Liquor, Liquor Mart I, Liquor Mart II and Liquor World to distribute more than 10,000 stickers.

Sticker Shock is designed to raise awareness about underage drinking and youth access to alcohol and to strengthen the laws against providing alcohol to a minor, according to Jennifer Webb, who has coordinated the program in in Madison County since its inception.

The program engages student volunteers who visit participating merchants to place yellow brightly colored stickers on multipacks of beer, wine coolers and other alcoholic products that appeal to underage drinkers. The stickers are 3 by 3.5 inches, and students are instructed not to cover up the surgeon general’s warning, UPC bar code or name of product.

Youth In Action's mission is to reduce the access of alcohol to youth under age 21 by targeting social and retail availability of alcohol and by supporting the enforcement of underage drinking laws, Webb said.

Since it was formed in 2006, the Madison County Youth in Action Team has won several awards for its efforts to reduce underage drinking. Twice named the Kentucky Youth in Action Team of the Year, recently was awarded the Heart of MADD award for “outstanding service and dedication to the Commonwealth of Kentucky.”

Madison County Youth in Action is supported by an Enforcing Underage Drinking Laws grant that is administered through the Kentucky State Police. The group also has received funding through the Madison County Agency for Substance Abuse Policy.