The New Jersey Prevention Network began the three-phase project in July 1998 by reaching out to retailers statewide with an educational and advocacy campaign designed to improve compliance with the state's drinking-age law, according to Mary Pat Angelini, president of the Network and executive director of Monmouth County's Substance Abuse Resources. Alcohol sellers were asked to sign a pledge to demand ID from young buyers, and the Network provided employee-oriented information, training and materials, including 'We Check for 21' signage.

In the first year, about 600 of the state's approximately 11,000 bars, restaurants and supermarkets licensed to sell alcohol agreed to take part in the program, said Angelini, including grocery chains ShopRite, Foodtown and A&P, and restaurant chains TGI Friday's, Applebees, Outback Steakhouses, Bennigan's, Chi Chi's, and Charlie Brown's. The goal for the coming year is to recruit an additional 840 retailers through a mix of mail solicitations and personal appeals, Angelini added.

The Network is also counting on peer pressure among retailers to increase participation in the campaign. In addition to grassroots advocacy, the group has secured endorsements for the project from the state ABC office, the New Jersey Restaurant Association, and the New Jersey Licensed Beverage Association. The latter groups have sent letters and newsletters to their membership detailing the campaign and urging participation.

To get retailers on board, the Network went to the associations with the message that they "are not Prohibitionists," according to Angelini, and stressing the benefits of compliance (such as positive press coverage) and the implications for noncompliance (stiff fines). But while retailers now see the Network as a resource, Angelini admits that the group has yet to grapple with tough questions such as how to handle a retailer who joins the effort, hangs out the signs and then violates the age-21 law.

Funded primarily by the state Department of Health and Senior Services and also the New Jersey highway Traffic Safety Commission, the three-year 'We Check for 21' project will also include a parent's component in its second year, called, 'We Check for 21, Too.' "We're asking parents to commit to not allowing under-21 drinking at home, and not to host parties where underage drinking will occur," said Angelini.

A recent study of New Jersey parents by Birch and Davis found that most agreed that youths should not be served alcohol at home, and that young people should not be taught 'responsible drinking.' Boding well for the campaign, the survey also revealed that 91 percent of parents said changing public attitudes could positively affect underage drinking.

The third piece of New Jersey's environmental prevention campaign against underage drinking will focus on the media. In particular, the Network wants to work with the Partnership for a Drug-Free New Jersey to place public-service ads about underage drinking in local newspapers and on radio stations and TV, Angelini noted.

For more information on the 'We Check for 21' campaign, e-mail to njpn@americom.net.

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