In the three months from January 2009, Safer Ryedale Partnership in conjunction with Trading Standards and Cambridge Centre are launching the Alcohol Respect Campaign in Ryedale.  The activity will compliment the government's national 'Challenge 21' campaign.  Challenge 21 is an initiative to reduce the instances of age restricted products being sold to underage people. Benefits to retailers participating in the project are that it is FREE OF CHARGE, it offers staff training, an opportunity to obtain first hand specific advice and develop a good relationship with agencies who will be able to contribute to their good trading practice.  It will also enhance their reputation as a responsible retailer within the community. During January, February and March, in Malton, Norton and Pickering, on Friday and Saturday nights, Trading Standards officers with Police support, will help the counter staff in smaller off licences and supermarkets to refuse to sell age restricted products to anyone who appears to be 21 or under and does not have an acceptance form of photo identification. Only photo ID, passport, PASS accredited 'hologram' cards are acceptable forms of ID.   The Safer Ryedale Partnership and North Yorkshire Trading Standards are encouraging retailers to use the signage, including posters, shelf signs and staff badges, all reinforcing the 'Challenge 21' and 'No ID No Sale' principles, where if you appear 21 or under you will have to show ID to purchase alcohol.  All the major retailers will be issued with the same signs to demonstrate their joint agreement to tackle this issue and raise the profile of 'Challenge 21' with all customers.  Door staff and bar staff will be issued with special key fob ID verification torches courtesy of North Yorkshire Fire and Rescue 95 Alive.   We also aim to make people aware of the dangers of proxy sales, (buying alcohol for underage drinkers) and make adults aware that they are committing a criminal offence and also the effect that their actions are having on the health of the minors and the consequences of them being drunk on the street possibly getting involved in anti social behaviour.   Sandi Clark, Crime & Disorder Officer with the Safer Ryedale Partnership said "The Challenge 21' campaign reinforces some of the great work that is already being done in Ryedale to educate young adults about drinking sensibly.  Working together with local partners is an integral part of our strategy - everyone from commercial businesses selling alcohol, club and bar staff pouring it, to those consuming it, is being encouraged to take responsibility for addressing alcohol misuse in the community.  We feel confident that this approach will help young adults in Ryedale to become more aware of their actions and encourage them to take steps to better look after themselves while out drinking.  Also we want it to become second nature to produce valid ID when purchasing age restricted products in Ryedale."