The Kent Community Alcohol Partnership (KCAP) wants to change the attitudes of people who believe it is OK for youngsters to drink, specifically combatting the illegal sale of alcohol.
The team outside the Co-op, Perry Street, Northfleet
Making up the organisation are representatives from Kent County Council, Kent Police, Gravesham council, Community Alcohol Partnerships (CAP) and G-Safe (Gravesham Safe and Free Environment).
As part of the initiative, police plan to give extra support and training to shop workers so they know the law and feel confident to challenge customers they believe are breaking it.
They also intend to increase patrols by officers and police community officers, to crack down on anti-social behaviour caused by alcohol.
Taking to the streets to spread the word about their new campaign, KCAP members met people in Perry Street, Gravesend, on Friday to hand out leaflets, give advice and ask for their views.
Phillip Loring, director at CAP, an organisation that brings together different bodies to help tackle anti-social behaviour, said only 6% of under-18s got alcohol directly from retailers.
He explained that the other 94% got it through alternative means, including asking an older friend to buy it for them or getting it from their parents.
Mr Loring said: “Traditionally, people have said it’s the retailers’ fault but the reality is retailers want to work in partnership with the authorities to resolve these issues. They need the support of parents and adults over 18 to help stem the demand.
“Our main objective is to stop underage drinking.”
Police are hoping the scheme will educate people on the dangers of underage drinking and encourage youngsters to stop buying alcohol.
Sgt Steven Webb, of Kent Police, said it was important young people were given help and guidance rather than criticism.
He said: “If we can stop children getting alcohol dependent it can have a positive impact on their lives not just now but as they get older.
“It can hopefully help them be people who contribute to the community in a positive way, because kids get a bit of a bad press and at times it’s unfair.
“Kids are actually great interacting with one another and they can be a positive source for themselves.”