LTHYC runs ‘Sticker Shock’ for 10th year to combat underage drinking

Wildwood, NJ – Vibrant stickers found on merchandise can often signal a sale or new product, but not the neon green stickers found in Cape May County liquor stores. These are a reminder for adults that it’s illegal to purchase alcohol for minors.

Lower Township Healthy Youth Coalition (LTHYC), a youth support program created by Cape Assist back in 2012, has been raising awareness about the dangers of underage drinking and drug misuse since their inception. One of their initiatives is the ‘Sticker Shock’ campaign. Sticker Shock is a national program working toward reducing underage drinking by limiting youth access to alcohol. The campaign is designed to discourage adults from buying alcohol for minors by educating them about the dangers and consequences of these actions. The state’s Division of Mental Health and Addiction Services estimates 407,000 underage drinkers in New Jersey each year. Some start drinking as young as 11.

Coalition members and volunteers mark cases of beer and other beverages that are popular with young adults with the custom green stickers that include messaging reminding adults of the repercussions of buying alcohol for youth under the age of 21. This year, the LTHYC worked alongside associates from Joe Canal’s Discount Liquor Outlet in Cape May, the Villas Liquor Store and Gorman’s Wine and Spirits. Those businesses are committed to the safety and wellbeing of our youth and have worked with the coalition for many years.

LTHYC runs the “Sticker Shock” campaign each summer when there is an influx of tourists vacationing in Lower Township, which creates more opportunities for youth to drink. While establishments such as bars, restaurants and liquor stores are regulated, it is common for rental properties to become targets for unmonitored drinking.

“Underage drinking has always been one of the coalition’s primary concerns and an issue that the coalition has focused its efforts on," said LTHYC Coordinator Kim Erichsen. “Many young adults and minors are getting supplied with alcohol by adults. Sticker Shock is one way that the coalition can reduce alcohol access to our youth.”

“This program aims to remind adults of the consequences beforehand. Messaging you can’t miss and resources to follow up with that messaging,” said Cape Assist’s Director and CEO Katie Faldetta. “If even one adult rethinks their decision to purchase alcohol for a minor, it’s a success for us and our community.”

LTHYC is just one of Cape Assist’s community initiatives to reduce youth substance use in the community through collaboration and environmental change. Visit lthyc.org and capeassist.org to learn more about the coalition, its work within the community, and prevention initiatives.