‘Sticker Shock’ campaign comes to Lower Township

The Lower Township Healthy Youth Coalition (LTHYC) recently partnered with three local liquor stores to host its annual Sticker Shock initiative. The campaign aims to draws awareness to the growing rate of underage drinking in New Jersey.

According to the state’s Division of Mental Health and Addiction Services, alcohol tops the list of substances used among New Jersey youth, with numbers growing at a faster rate than the national average. Nationwide, the average age of first-time alcohol use is 11.

The statistics create a sense of urgency for groups like LTHYC, an initiative of Cape May County-based Cape Assist, and drive the need for efforts such as the “Sticker Shock” campaign.

During the initiative, volunteers, coalition members, and staff from Joe Canal’s on Route 9 South, and Villas Liquor Store and Gorman’s Wine & Spirits, both on Bayshore Road, placed bright green stickers on packages of beer, along with wine coolers and other flavored options that appeal to youth. The can’t-miss labels serve as a bold reminder to adults that it is illegal to purchase alcohol for anyone under 21.

“The rate at which underage drinking in New Jersey is growing is absolutely a cause for concern,” said Senior Prevention Specialist and LTHYC Coordinator Kim Erichsen. “The coalition and Cape Assist work diligently to provide the resources necessary to help reduce and prevent substance abuse among youth. Most young adults are getting supplied by adults – adults who know better. If events like these can influence just one person to rethink their decisions, it’s a success.”

LTHYC runs the “Sticker Shock” campaign during the summer months because a rise in tourism creates more potential for underage drinking. While establishments such as bars, restaurants and liquor stores are regulated, rental properties can be targets for unmonitored liquor consumption.

LTHYC is just one of the community initiatives run by Cape Assist to reduce youth substance use in the community through collaboration and environmental change.

Visit lthyc.org to learn more about the coalition, its work within the community, and prevention initiatives.