Sixty-six state-owned stores and multiple contract stores opted to participate in the program for its first iteration .
BEST CONSUMER EDUCATION PROGRAM Idaho State Liquor Division
Educating Parents
Underage drinking is at the forefront of many campaigns and education programs , most taking aim at the underage drinkers themselves . However , the Idaho State Liquor Division took aim at educating a different target , the purchasers .
The Idaho Office of Drug Policy , the Idaho State Liquor
BY ADAM QUANDT
Division and 22 community prevention organizations across the state joined forces during the 2017 holiday season to educate parents and other adults about the consequences of providing alcohol to minors , with the “ Think Twice or Pay the Price ” campaign .
“ This is an especially critical message during that time of year when alcohol sales peak and people tend to host more parties ,” ISLD Education Manager Catie Wiseman says .
“ The ISLD is proud to support this worthwhile effort that ’ s of great benefit to the entire Gem State ,” Division Administrator Jeff Anderson said in a press release issued November 2017 . “ We know that underage drinking doesn ’ t start with a drink ; it starts with an excuse by adults – the excuses they make when they think it ’ s harmless to provide beverage alcohol to underage people . ‘ We did it when we were young .’ ‘ It ’ s just beer .’ We ’ ve all heard the excuses . The bottom line is it ’ s not OK to give alcohol to people under 21 .”
The youth-led “ Sticker Shock ” campaign , “ Think Twice or Pay the Price ,” let people know the trouble that awaits them if they ’ re caught providing alcohol to minors or allowing minors to consume alcohol in their home . Coalitions , law enforcement , community centers and youth all came together to place stickers on bags , and t-shirts were created for the liquor store staff to continue the message all year long .
Under Idaho law , parents can face up to one year in jail and up to $ 1,000 in fines if they are caught providing alcohol to minors . This includes alcohol consumption they don ’ t even realize is happening , like when kids sneak drinks during a holiday party or drink while they hang out with friends in the basement rec room . Additionally , they can face a civil suit due to injuries stemming from drinking in their home .
Wiseman said that the goal was to just be out in the public and make people aware , saying that the state hadn ’ t necessarily seen a recent rise in underage drinking issues . “ It ’ s just always been an issue ,” she adds .
“ We were approached by the Idaho Office of Drug Policy due to our work with sticker shock programs in the past ,” Wiseman says . “ We want to make a bigger impact in the state . We have the stores , the distribution and the people , and they have the media pieces and much more .”
Sixty-six state-owned stores and multiple contract stores opted to participate in the program for its first iteration , with members of law enforcement doing community outreach at various community centers . With the success of the initial program , Wiseman says that all involved are planning to continue the campaign into the foreseeable future . She adds that they intend to increase resources for the next campaign in hopes that more coalitions get involved , resulting in a wider reach . “ Anytime you can get your community partners , state agencies and law enforcement to work together for the greater good , just do it ,” Wiseman says . •
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