'Project Sticker Shock' Aimed to Deter Underage Drinking on Super Bowl Sunday

By Dorri Olds 02/07/17

The Sticker Shock program reminded customers of the legal consequences of sharing alcohol with underage drinkers. 

Man placing sticker on beer packaging.
Photo via RT/YouTube

All across the United States, law enforcement, communities, and even retailers made a concerted effort to crack down on drunk driving before, during, and after the 2017 Super Bowl. 

In Pomona, California, Project Sticker Shock attracted students, police and community volunteers to place warning stickers on all packages of beer and liquor sold. The stickers reminded buyers that providing alcohol to minors is a criminal offense.

The project was a partnership between youth, local retailers, concerned parents and community members, along with prevention professionals and law enforcement. The goal was to educate adults who may have considered supplying minors with alcohol.

The project aimed to raise public awareness about underage drinking. By listing the legal ramifications on each sticker, the hope for the project was to deter any potential buyers.

Maribel Briseno with the National Council on Alcohol and Drug Dependence (NCADD) and Partnership for a Positive Pomona told the San Gabriel Valley Tribune, “We learned that a large amount of alcohol is sold during the Super Bowl and we are very committed to stopping underage drinking ... The Sticker Shock program, we feel, is a good way to remind people not to give alcohol to minors.”

One of the Pomona volunteers was David Alamillo, a 17-year-old high school student, who said, “I think underage drinking is a real problem. It’s a good thing that we’re raising awareness. Once people start drinking and doing it a lot, they change. I just want people to be able to be healthy and well.”

On the east coast, New York Governor Andrew Cuomo said in a statement, “This Super Bowl weekend, I urge all New Yorkers to keep their celebrations off the road and make responsible choices to avoid needless tragedies. We have zero tolerance for reckless and impaired driving, and our troopers and local law enforcement agencies will be out in force to keep our roadways safe.”

According to Reuters, Americans guzzle 325.5 million gallons of beer on Super Bowl Sunday. The National Highway Traffic Safety Administration (NHTSA) states that every day, 28 people die in an alcohol-related vehicle crash in the United States—that's one person every 53 minutes.

The good news is that drunk driving fatalities have fallen by a third in the last three decades. However, the chance of being in an alcohol-impaired crash is still one in three over the course of a lifetime. These deaths and damages contribute to a cost of $52 billion dollars per year.

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Dorri Olds is an award-winning writer whose work has appeared in many publications including The New York Times, Marie Claire, Woman’s Day and several book anthologies. Find Dorri on Twitter, Facebook, and LinkedIn.