Beginning in 2008 youth and groups of youth advocates from several communities visited participating local retailers in May to place bright yellow and red stickers to multi-packs of beer, wine coolers, and other alcohol products. The stickers send a strong warning to adults who might purchase alcohol legally and provide it to minors during prom and graduation season. The project is coordinated by the Genesee Valley Health Partnership, with participation from the Healthy Communities That Care coalition in Avon, Caledonia, Dansville, Geneseo, Nunda, Livonia, Mt. Morris, Wayland-Cohocton, and York. Fact cards and brochures are also distributed with school report cards and at school and community events during June and July to discourage parents from supplying alcohol to teens at parties. Project Sticker Shock represents a partnership between youth, retailers, concerned parents, community members, and prevention professionals to raise public awareness about underage drinking, and to strengthen the deterrent effect of the law against providing alcohol to minors.

In 2008, the first year that the project ran, 9,000 stickers were distributed to 23 stores, in 2009 14,000 stickers to distributed to 22 stores. Check out coverage on 13 WHAM news: http://www.13wham.com/news/local/story/Read-the-Label/WAy4oM4yAkeHjLnP1JePWg.cspx