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SANTA FE, N.M., May 4, 2026—This spring, the Santa Fe County Youth and Family Services Division DWI Prevention Program is bringing a clear message to communities across the County: 

One Buy. One Minor. One Major Felony. 

From April 17 through May 31, the Sticker Shock campaign is reaching communities across Santa Fe County, including Pojoaque, Edgewood, Eldorado, and parts of Pecos. Bright warning labels have been added to alcohol products in participating businesses to reach adults at the point of purchase. 

This campaign addresses a common mindset that buying alcohol for someone under 21 is harmless or not a big deal. Under New Mexico law, it is illegal to buy, give, or help a minor obtain alcohol, and it can be charged as a fourth-degree felony. 

What may feel like “going along in the moment” can put someone else’s child or your own child at real risk. One decision at the register can result in a criminal record and lasting consequences for you, and serious injury or even death for a young person. 

The Sticker Shock campaign is designed to interrupt that moment. By placing bold, highly visible warnings directly on alcohol products, it breaks through routine decision-making and creates a critical pause to reinforce the idea that a single choice can carry serious legal and life-changing consequences. 

As prom and graduation season approaches, Santa Fe County wants this message to reach every corner of the community. Preventing underage drinking starts with adults making responsible decisions that protect all youth. 

Because in the end, it only takes one moment: 

One Buy. One Minor. One Major Felony. 

For more information, please contact Chanelle Delgado, Youth and Family Services Division Manager, at CDelgado@SantaFeCountyNM.gov