RUMFORD – In a collaborative effort, several youth groups helped to coordinate the Sticker Shock and Alcohol Avalanche and Operation Storefront Surveys in the River Valley. There were 16 retail stores participating this year.

Following the event, the youth groups were invited to a celebration party at the Candlepin Cafe/Bowling Alley. The celebration was hosted by the Healthy Maine Partnership and One ME Initiative, programs of the River Valley Healthy Communities.

Project Sticker Shock is a statewide public awareness campaign that places stickers on multi-packs of beer, wine, coolers and other alcohol products that appeal to underage drinkers.

The project aims to raise public awareness about underage drinking and youth access to alcohol, builds collaboration between youth, retailers, concerned parents, community members, law enforcement and prevention professionals.

Operation Store Front and Alcohol Advertisement Avalanche are statewide projects that were designed to document the display and advertisement of alcohol and tobacco products in retail stores.

Students document information while performing an examination of the inside and outside of the store, looking at displays, location and number of promotional materials. Students also document anti-ad promotion and education such as the Sticker Shock, No Butts and We Card displays.

The information will assist with helping to ensure that alcohol and tobacco advertising is primarily reaching its intended audience: adults.