The Jammu and Kashmir administration is gearing up to launch a Union Territory-wide campaign against drug addiction, a growing menace particularly in the Kashmir valley. The initiative, spearheaded by the Chief Secretary, aims to create widespread awareness about the dangers of substance abuse and promote rehabilitation efforts to help affected individuals reintegrate into society. A high-level meeting was recently convened to review the preparations for the campaign, with key stakeholders from various departments in attendance. The campaign’s success hinges on comprehensive training and engagement at the grassroots level. To ensure maximum reach, district-level resource persons will be trained to spread awareness in every block and panchayat. Local officials in each block will also receive training to act as counsellors, guiding individuals struggling with addiction towards rehabilitation services. The campaign is expected to cover all higher educational institutions and panchayats across the Union Territory, with proper documentation of attendance and activities to measure its impact. Clear and effective communication is a crucial component of this initiative. The administration plans to translate all Information, Education, and Communication (IEC) materials into local languages to ensure accessibility for a diverse audience. Additionally, mass media channels such as Radio and Doordarshan will be roped in to disseminate educational content in remote areas, ensuring that no section of the population is left uninformed. The Information Department has also been tasked with publishing a monthly newsletter featuring success stories, preventive measures, and legal actions taken against drug dealers, serving as both an informative and deterrent tool. To maintain momentum and public engagement, a district-wise calendar of activities will be widely publicised in advance. This will allow communities to prepare for and actively participate in campaign events. A specially designed short multilingual film on drug abuse will be screened at panchayat-level events, complemented by interactive sessions featuring experts from health, law enforcement, social welfare, and youth services departments. These sessions will provide a platform for open discussions and Q&A sessions to enhance awareness and understanding. Tying up with local influencers, including religious leaders and prominent community figures, will further strengthen the campaign’s reach. Recognising the power of personal experiences, individuals and families who have successfully overcome addiction will be publicly honoured to inspire others. A web portal for the Nasha Mukt J&K Abhiyaan has also been launched to provide a central hub for resources, updates, and support services. The campaign does not solely focus on awareness but also prioritises rehabilitation and support for affected individuals. Emphasis will be placed on treating addiction as a public health issue rather than a criminal offence, reducing stigma and encouraging individuals to seek help without fear of societal rejection. With a comprehensive approach centred on rehabilitation, robust support systems and preventive measures, the administration is aiming to protect the youth from the dangers of substance abuse. However, given the gravity of the drug menace, the success of this initiative depends on collective responsibility. Every individual—parents, teachers, religious leaders, law enforcement agencies and society at large—must contribute to this cause.
Reclaiming Lives
