The Hudson Coalition

Sticker Shock Overview

What is Sticker Shock?

Sticker Shock is an initiative that was started by Mothers Against Drunk Driving in which youth raise public awareness about the minimum drinking age law by placing stickers on multi-packs of beer, hard seltzers, and any other alcohol products that appeal to underage drinkers. The goal of this project is to discourage adults and older peers (those who are 21 or over) from providing alcohol to minors.

Who is involved in Sticker Shock in Hudson?

The Hudson youth who are involved in Sticker Shock are the SADD club (Students Against Destructive Decisions) students. This peer leader group consists of responsible high school students who are committed to preventing and reducing youth substance use in Hudson. The students are aware that they are entering places of business and are given strict instructions by adult advisors to follow Sticker Shock protocols closely. Tampering with alcohol products, damaging property, removing items from the premises or doing anything else considered disrespectful to store staff or premises will not be tolerated. Adult advisors will also be present with students in stores at all times in order to oversee the activity.

How does Sticker Shock work?

Under the supervision of adult advisors, dedicated youth leaders from Hudson will visit local alcohol retail stores that sell alcohol and place 3x3 inch stickers on the alcohol products that appeal most to youth such as cases of beer, hard seltzers, and other similar beverages. When placing stickers on products, youth are careful not to cover the product name, the Surgeon General’s warning, or any barcodes. Stickers can only be placed on outer disposable packaging (such as cardboard casing), not directly on individual cans or bottles.

How can stores benefit from participating in Sticker Shock?

Sticker Shock provides alcohol retail stores with a positive opportunity to promote healthy community norms that can help to prevent youth alcohol use. Involvement also sends a strong message that local businesses hold respect for the law and concern for youth safety as a high priority. Participating stores will receive a letter of appreciation/certificate that can be posted publicly in their establishment, and a press release with an overview of the activity and list of participating stores will also be submitted to the local newspaper and posted on our social media.