Chief Secretary, Atal Dulloo, inaugurated a five-month Information, Education, and Communication (IEC) campaign under the “Nasha Mukt Jammu Kashmir Abhiyan,” aiming to combat drug abuse across the Union Territory.
He emphasized the government’s commitment to protecting youth and securing their future, highlighting the need for sustained awareness, rehabilitation, and interdepartmental coordination. “This is a mission, not just a campaign,” he stated, stressing the importance of addressing the root causes of drug abuse and providing timely support.
Key initiatives launched include:
- www.nashamuktjk.org: An official web portal for campaign information and updates.
- INSPIRE Podcast Series: Weekly discussions on drug de-addiction by the Department of Information and Public Relations (DIPR), featuring experts and real-life experiences.
- Official campaign logo and web banner.
A review meeting followed, where the Chief Secretary assessed the preparedness for 6,776 planned events across panchayats, Urban Local Bodies (ULBs), educational institutions, and public spaces. 5,923 trained resource persons, from various departments, will deliver these events.
District administrations were directed to ensure inclusive public participation, high-quality content, and innovative delivery methods, including mobile IEC vans and personalized messaging. He urged senior district officials to maintain consistent momentum throughout the campaign.
The Chief Secretary stressed the importance of rehabilitation and counselling as essential support pillars, calling for confidential counselling, doctor pools, and long-term de-addiction frameworks. He also highlighted the need for functional district-level helplines and a multi-layered support system.
The Health Department was tasked with leading inter-sectoral coordination. Divisional Commissioners and Deputy Commissioners provided status reports on resource calendars, session planning, and logistics.
The DIPR was directed to implement an aggressive publicity strategy across print, electronic, social, and outdoor media to reach all demographics.
The meeting was attended by senior officials including Additional Chief Secretary Education, Shantmanu; Principal Secretary Home, Chandrakar Bharti; Additional Director General of Police, Manish Sinha; Commissioner Secretary Social Welfare, Sanjeev Verma; Commissioner Secretary General Administration and Information , M. Raju and Director Information, Nitish Rajora, among others.
