City of Worcester, MA

WORCESTER, Mass. – The Worcester Division of Public Health (DPH), in partnership with the Division of Youth Opportunities (DYO) and the Worcester Police Department (WPD), recently completed a successful Sticker Shock Campaign aimed at reducing underage access to alcohol and promoting responsible retail practices. 

This initiative is one of many prevention efforts led by the City of Worcester to address underage drinking, substance use, and youth wellbeing through education, enforcement, and community engagement. This collaborative effort brought together public health, youth leadership, and law enforcement to deliver consistent prevention messaging across the city.

Sticker Shock campaigns are an evidence-based prevention strategy designed to deter adults from purchasing alcohol for minors and to reinforce the importance of ID checks by retailers. By placing bright, highly visible warning stickers directly on alcohol products, the campaign serves as a real-time reminder that providing alcohol to anyone under 21 is illegal and can result in serious legal, financial, and health consequences. These messages help interrupt risky decision-making, reduce social access to alcohol, and promote shared responsibility for youth safety and wellbeing.

During this event, seven youth volunteers placed more than 250 stickers across three participating locations: East Side Discount Liquors (129 Shrewsbury St.), Highland Liquors (121 Highland St.), and Mass Liquors (392 Chandler St.). These stores span multiple districts within Worcester, allowing the campaign’s prevention message to reach diverse neighborhoods and communities citywide. 

The youth took an active leadership role in working with retailers, delivering prevention messages, and serving as positive role models within the community. The youth’s involvement ensured that their voices remained central to the effort and demonstrated the power of young people in promoting meaningful public health initiatives.

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