In-store signs take aim at teen drinking.

Byline: JEFF WRIGHT The Register-Guard

It's not the kind of sign most retailers would want to put up in their store: "We practice age discrimination."

But the agents who run Oregon's 237 state liquor stores will soon be able to spread that message - thanks to a new in-store campaign aimed at preventing people under 21 from buying alcohol.

The "pop culture" campaign uses old-fogy humor - "If you think a turn table is a piece of furniture, prepare to be carded" - to address a deadly serious problem.

Two of every five people under age 21 are drinkers, and 34 people under 21 died in alcohol-related traffic crashes in Oregon in 2000 alone, said Christine Lewandowski, an Oregon Liquor Control Commission member.

Oregon is the 28th state to take part in the advertising campaign, which began last summer and is underwritten by the Century Council, a liquor industry group that fights alcohol abuse. The campaign includes ceiling danglers, posters, cold-case stickers, table tents and buttons.

Some other slogans in the ad campaign: "I'd card my own mother"; "If you've never done the Moon Walk, prepare to be carded"; "If you're under 21, the soft drinks are over there."

By the time a teen-ager visits a store to buy alcohol illegally, a clever message might seem a minor deterrence. But Dana Fudurich, a Century Council spokeswoman, said the idea is to reach underage buyers in as many ways as possible.

"It's just like advertising - you're trying to make many impressions," Fudurich said Tuesday at a news conference at the Mohawk Boulevard liquor store in Springfield.

Fudurich said the industry group interviewed liquor store, bar and restaurant owners who generally agreed that humor, combined with stern messages, is often the best tone to reach underage buyers.

Lewandowski said an ad campaign is no magic bullet, but can help when coupled with other strategies such as store compliance checks. "When a retailer has a sign up that says, `No I.D., No Sale, No Way,' the message is pretty clear," she said.

Fudurich said the campaign arrives at a good time in Oregon - just before the high school prom season - and is the first of a three-pronged strategy that also includes bringing drinking-and-driving testimonials and a "Blood Alcohol Education" van to local high schools.

Liquor store agents appeared divided on the merits of the campaign.

Mona Hulsey, agent at the Village Square liquor store on Springfield's Main Street, said she doubts the new signs will be much noticed.

"I have a sign up right now that says `We won't be open on Sundays' and people come in and ask, `Are you going to be open Sundays?' ' she said. "And these are grown-ups."

But Mary Flynn, manager of the West Eighth Avenue liquor store in downtown Eugene, said she welcomes any message that might help deter the would-be buyers who frequent her store even though, as minors, they're not supposed to be on the premises. "It makes them aware," she said of the signs.

Mike DeGiusti, agent at the Dexter liquor store, said he questions using humor to tackle such a serious subject, and isn't sure how effective it will be for him to display the campaign signs and posters.

"But I'll do it just on the premise that it might help," he said.

CAPTION(S):

New signs to be posted at stores selling alcohol are aimed at preventing people under 21 from buying alcohol.