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"Sticker Shock" Quick Notes:
Click here for Sticker Shock Manual (created with Operation Snowball), which contains several sample forms for local partners

• The key to success is a coordinated local effort between law enforcement, education, and prevention/health professionals. For example, law enforcement can serve as chaperones; teachers can recruit the students; and prevention/health professionals – who have regular contact with both the police and the schools – can serve as a “conduit” to bring all of the groups together.
• The overall message is to educate parents on underage drinking laws on both them personally and their kids. Not only will this serve as a good hook for the press, parents are the most likely group to change behavior – especially when your message includes a secondary focus of alcohol’s health/social consequences on teens.
• Remember, press coverage of your activities is just as important – if not more important – than the actual placing of stickers. Obviously, our message will reach A LOT more people if you get press coverage, so make sure you reach out to your press contacts in the paper, on the local radio, and at the TV station.
• Many local groups have placed stickers directly on alcohol product for years, however, I encourage you to explore other ways to get the message across. For example, a variety of other materials should be used FIRST (window decals, proof of age signs, posters). Additionally, you can ask the store owner for other locations to place the stickers (ie, bags, walls, counters, and displays).
• If “stickering” product, PLEASE DO SO WISELY. It is critical you supervise the teens to ensure they are following all instructions. For example, make sure they are not handling or moving the alcohol packaging, that stickers are not covering up text, that stickers are placed on multi-packs ONLY (not bottles), etc.
• Please ensure you include the following line in all press communications: “Project Sticker Shock materials were created by the Illinois Liquor Control Commission’s Don’t Be Sorry campaign to remind the general public of the consequences of underage drinking.”
• Schedule your store visits as early in the day as possible (ie, morning, lunch time, or immediately after school) when press coverage is more likely and stores are not as crowded. WE’RE NOT TRYING TO HURT LIQUOR SALES – only those sales that end up in teens’ hands.
• TAKE LOTS OF PHOTOS!!!
• If you have additional questions, please call 312-814-4802 or email ted.penesis@illinois.gov.

Click for the complete Sticker Shock Manual
(Created in conjunction with "Operation Snowball")

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