Underage drinking problem targeted by Project Sticker Shock in joint effort

By Toby Robertson
Altavista Journal News Correspondent   
Altavista Police Chief Tommy Merricks says, “In a collaborative effort to combat underage drinking, the Altavista Police Depart partnered with Virginia ABC, the Altavista YMCA, Altavista High School, and the Campbell County Sheriff’s Department to bring Project Sticker Shock to the Altavista community on April 9th and 10th.”
Project Sticker Shock is a statewide campaign aimed at discouraging adults from providing alcohol to minors and preventing youth from using fake IDs to purchase alcohol. The initiative involved placing bright, eye-catching stickers and window clings on alcohol cases and store windows to remind customers of the serious legal consequences of supplying alcohol to underage individuals.
“With spring break approaching and prom season just around the corner, this is an ideal time to raise awareness and remind the community of the risk and responsibilities related to underage drinking,” Merricks. “It’s great we can work together for such a worthwhile project for the community.” 
The success of Project Sticker Shock relies heavily on collaboration, and Altavista’s efforts reflect a strong partnership between law enforcement, local school, retailers and youth organizations. By working together, these groups are sending a clear message: preventing underage drinking is a shared responsibility. 
Chief Merricks extends his gratitude to all participating agencies and students for making the project a reality and contributing to a safer community. 
On Wednesday April 9 and Thursday April 10 students in Haley Wolgamot journalism students visited ABC-licensed retailers along Main Street to place the warning materials. The stickers clearly state the penalties for underage alcohol purchases and fake ID use, including fines and potential jail time. Stores visited were: Apple Market, One Stop Market, CVS, GB, A Mart, KDR, and Express Lane to place stickers on coolers. 
Wolgamot explains that she got involved with the project after Chief Merricks reached out to the Principal Stefanie Anderson, looking for a group of students to work with to implement Project Sticker Shock. Anderson reached out to Nuntis staff. Project Sticker Shock is an initiative sponsored by the VA ABC Authority to bring awareness of underage alcohol consumption and its adverse effects. Wolgamot’s journalism students embraced this project, several having stories of family members who have been impacted negatively by alcohol, mostly car accidents. She was pleased to see the maturity in which they approached this project. It is her hope that seeing these stickers will deter underage drinking and lead to safe roads and healthier teenagers and young adults. 
Josiah Monroe, a student at ACS, said he thinks it is important you know that alcohol has a negative effect on our brains and it can become very addictive at an early age because our brains aren’t fully developed.
Jayla Elam, another student at ACS said “The stickers are bright so it’s going to catch people’s attention and it’s going to really make them think this can affect their life.” 
Students helping with the initiative said they hope it makes a difference.
Lucinda Davis, owner for 20 years at One Stop Market said she is happy to help spread the word. Davis adds, “You have to check ID’s, because people look older or younger. You can’t tell the age. You’re not only protecting yourself, you’re protecting them and protecting everybody else’s family, because people don’t realize that not only does it hurt themselves, but they could go out there and hurt an innocent person.”
Penalties for the violator include a Class 1 misdemeanor, and a maximum penalty for that is 12 months in jail or a $2,500 fine. The person who sells the alcohol, the clerk in the store, could be subject to a Class 1 misdemeanor as well, but the stores are also subject to civil penalties. If they’ve had previous offenses, it could cost them $10,000 for one instance of selling to an underage person. They just want people to know that there are consequences with your actions. 
The majority of youth do not pay for the alcohol they drink and their most common source of alcohol is an unrelated person age 21 or older. Giving alcohol to youth is called social providing. Underage drinkers may also use fake ID to purchase alcohol. 
The students want to thank One Stop markets for the food and drinks.