{Sticker Shock Campaign} Burney Senior High School

Burney Sticker Shock In the fall of 2009, Burney High’s Friday Night Live and the middle school’s Club Live youth decided to focus their efforts for the school year on an underage drinking project. The project included research, the distribution of surveys to all students in grades 7-12, parent surveys, store assessments, and a “Sticker Shock” campaign. The year-long project culminated in a Town Hall Meeting at which youth shared their findings and data analysis with members of the community at large. The event was sponsored by the Shasta County Chemical People, Inc. Partial funding was provided by a grant from the Friday Night Live Partnership and the California Office of Traffic Safety, through the National Highway Traffic Safety Administration.
Because of the success of the “Sticker Shock” campaign in the spring of 2010, Burney High’s Friday Night Live youth repeated the store assessments and “Sticker Shock” activity in the spring of 2011. These activities were held to coincide with the school’s prom.

Brightly colored stickers, placed on cartons or cases of cans of alcohol, contained information gleaned by the students through their data collection, analysis, and research. The intent was to provide the adult community with reminders not to provide alcohol to minors.

Sample statements on the stickers included:

• “In the state of California, providing alcohol to a minor can result in a $1,000 fine and at least 24 hours of community service;”
• “Don’t be a party to underage drinking, it’s against the law;”
• “About 5,000 youth under the age of 21 die annually as a result of alcohol-related injuries.”
Neon green and orange bottle hangers were placed on one bottle in a six-pack or on individual bottles of alcohol. Facts written on the hangers included:
• “In the U.S. alone, alcohol kills more youth than all illegal drugs combined. Don’t be a party to underage drinking;”
• “90% of surveyed Shasta County adults believe it’s NOT okay for adults to provide alcohol to teens. Don’t be a party to underage drinking;”
• “65% of youth participating in a national survey said they get alcohol from family and friends. Don’t be a party to underage drinking;”
• “Underage drinking is a factor in nearly half of all teen auto crashes – the leading cause of death among teens. Don’t be a party to underage drinking;”
• “Youth who begin drinking before the age of 15 are 4 times more likely to have some form of alcohol dependence later in life than those who do not drink before the age of 21. Don’t be a party to underage drinking;”
• “Underage drinking costs the U.S. more than $58 billion every year. Don’t be a party to underage drinking.”

Feedback from adults has been very positive and youth are viewed as valuable resources in their community.

burney town hallLast year ‘s  Town Hall Meeting, in May of 2010, Burney FNL youth,shared that alcohol is the most widely abused substance among America’s youth. One-third of FRJUSD 11th grade females surveyed in last spring’s California Healthy Kids Survey reported consuming alcohol between 3 and 9 days.  That’s almost 20% higher than the average reported throughout Shasta County.  In general, FRJUSD teens report higher alcohol usage than other Shasta County teens and Shasta County’s reported underage drinking rate is higher than the state.  This was an opportunity for parents, teachers, officials, youth and other community members to learn about the problem in the Inter-Mountain community, voice their concerns and suggest ideas for preventing young people from using alcohol.

The event was sponsored and organized by Burney Middle and High School Club Live/Friday Night Live students with support of the Shasta County Chemical People, Inc.  Partial funding was provided by a grant from the California Office of Traffic Safety, through the National Highway Traffic Safety Administration.