The Richmond Register

Local News

February 1, 2014

Students, officers send alcohol warning prior to Super Bowl

RICHMOND — While some may think anxious moments in the Super Bowl game today are a matter of life and death, there’s no question about about will be happening on the highways.

The National Highway Traffic Safety Administration reports that 40 percent of motor vehicle fatalities on Super Bowl Sunday 2010 were tied to drunk driving. That was 10 percentage points higher than the average DUI fatalities for the year, according to a news release from Madison County Youth in Action.

Americans consumed more than 50 million cases of beer during the 2013 Super Bowl, the release added.

The likelihood of increased alcohol consumption on Super Bowl Sunday, particularly among those who are underage, led Madison County Youth in Action to partner with Madison County law enforcement agencies in a special Sticker Shock campaign Saturday.

A team of 21 student volunteers, middle- and high-schoolers, were joined by officers from the Richmond, Berea and Eastern Kentucky University police departments, Madison County Sheriff’s deputies and Kentucky Vehicle Enforcement officers in applying warning stickers on products at participating liquor stores. The stores included Monty’s Liquor, Liquor Mart I, Liquor Mart II and Liquor World. The students represented Model, Madison Central and Madison Southern high schools, Foley and Farristown middle schools.

The Sticker Shock campaign is designed to raise awareness about underage drinking and youth access to alcohol and to strengthen laws against providing alcohol to minors, said Jennifer Webb, Youth in Action coordinator. The bright yellow stickers were applied to multipacks of beer, wine coolers and other alcoholic products that may be appealing to underage drinkers, she said.

After spending about 90 minutes applying labels, the students and officers went to Richmond Underground where they were treated to lunch and enjoyed playing games in the arcade. The students also got to play some laser tag.

That part of the day was designed to show that alcohol is not needed for young people to enjoy themselves, Webb said.

Madison County’s award-winning Youth in Action team was formed in 2006 and consists of Madison County middle, high school and college students. The group participates in a variety of projects designed to raise public awareness about underage drinking. The local group has twice been named Kentucky Youth in Action Team of the Year and was recently awarded the Heart of MADD award.


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