Underage drinking remains a serious public health and social issue across the U.S. In Virginia, one strategy to reduce youth access to alcohol is Project Sticker Shock (PSS). This youth-led campaign, aimed at highlighting the critical need to prevent underage access to alcohol, is coordinated by the Substance Abuse Prevention Coalition of Alexandria (SAPCA). This event was hosted by SAPCA; the Alexandria Police Department; the Alexandria Sheriff’s Office; the Department of Community and Human Services; the Department of Recreation, Parks & Cultural Activities; and the Alexandria City High School U.S. Army Junior Reserve Officers' Training Corps (JROTC) program. 

The Problem: How Access to Alcohol is Gained 

While 90% of Alexandria youth do not use alcohol, according to the 2025 Developmental Assets survey, alcohol is among the most commonly abused substances among minors. The Virginia Alcoholic Beverage Control Authority (ABC) notes that, according to the 2024 National Survey on Drug Use and Health, 73% of youth who used alcohol in the past month did not pay for the alcohol they consumed; in many cases, an adult of legal age (21+) provided it. 

A key pathway is second-party sales: an adult age 21 or older purchases alcohol and then gives it (illegally) to someone under age 21. Another is minors using fake-IDs to buy alcohol directly. Virginia law strictly prohibits both behaviors: providing alcohol to a minor or using a fake ID to purchase alcohol are Class 1 misdemeanors. Penalties can include fines up to $2,500, up to 12 months in jail, and revocation of driver’s license for up to one year. 

How Project Sticker Shock Works: 

Supported by the Virginia ABC, PSS unites youth, community members, and retailers to raise awareness about these laws. Teams of youth and adults visit local stores to place warning stickers or window clings on alcohol products, reminding adults of the legal consequences of providing alcohol to those under 21. 

Retailers who participate receive certificates recognizing their commitment to prevention. In Alexandria, for example, 60 youth partnered with 55 retailers in October 2025 to spread the campaign’s message. 

The Impact 

While PSS focuses on awareness rather than enforcement, it strengthens community responsibility and shifts social norms around youth access to alcohol. By empowering youth to take the lead, it sends a powerful message that underage drinking isn’t just a teen issue but rather a community one. 

Why it Matters 

Project Sticker Shock helps reduce the impacts of underage alcohol distribution and underage alcohol consumption. When communities, retailers, and youth work together, they help keep young people safer and more informed, building a culture of prevention across Virginia. 

 To learn more about SAPCA , visit alexandriava.gov/SAPCA 

To report concerns regarding the sale or provision of alcohol to youth under age 21, call the Alexandria Police Department’s non-emergency number at 703.746.4444 or file a report online to the Virginia Alcoholic Beverage Control Authority.