‘Sticker Shock’ campaign flashes warning about underage drinking

What’s that bright green sticker doing on an otherwise familiar case of beer?

It’s not a new brand - it’s a clear message to adults that a unified community can help stop underage drinking and the harm it causes to our youth.

These can’t-miss labels on beer, as well as wine coolers, seltzer and flavored beverages, are part of the Lower Township Healthy Youth Coalition (LTHYC)’s Sticker Shock campaign.

LTHYC partners with local liquor stores on the annual campaign to raise awareness about the dangers of underage drinking in New Jersey. This year’s partners are Joe Canal’s Cape May, Sunset Liquors, and Gorman’s Wine & Spirits on Bayshore Road.

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.

These statistics mobilized LTHYC -- an initiative of Cape Assist, a substance-misuse prevention and treatment agency -- to step up prevention efforts and activities such as the “Sticker Shock” campaign.

“Alcohol is the number one drug of choice for youth,” said Cape Assist Senior Prevention Specialist and LTHYC Coordinator Kim Erichsen. “The cost of underage drinking exceeds 1 billion dollars annually in New Jersey with youth violence and traffic accidents being the biggest contributors, and it is only by working together as a community that we keep our youth safe and help.”

LTHYC runs the “Sticker Shock” campaign during the summer, when a rise in tourism creates more opportunities for youth to drink. While establishments such as bars, restaurants and liquor stores are regulated, rental properties can be targets for unmonitored drinking.

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