Shabir Ahmad
In the heart of Srinagar’s Lal Chowk and across the length and breadth of Jammu and Kashmir, a new energy is surging through the streets. It is not the sound of protests or slogans alone. It is the rhythmic beat of running feet, the whir of bicycle wheels and the confident voices of young people taking a pledge: “Nasha nahi, jeevan chahiye.” We choose life, not addiction.
The Nasha Mukt Jammu and Kashmir Abhiyan, launched in April 2026 as part of the national 100 day campaign, has evolved from a government initiative into a genuine Jan Andolan, a people’s movement. The youth of Jammu and Kashmir have emerged as its most dynamic leaders and foot soldiers.
What sets this campaign apart is the deliberate shift from top down messaging to youth led action. The Directorate of Youth Services and Sports (DYSS), under the leadership of Director General Anuradha Gupta, has placed young people at the centre of every activity. “Sports is the best antidote to the drug menace,” Gupta has repeatedly emphasised, and the youth are proving it on the ground.
In early June, more than 50,000 young people participated in a synchronised cycling rally across all 20 districts and 187 zones of Jammu and Kashmir. Students, members of youth clubs and local athletes turned the event into a powerful display of unity and healthy living. Similar enthusiasm was witnessed during Srinagar’s Mega Unity March and Mini Marathon, where 1,159 girls and 718 boys participated from Ghanta Ghar to Sher i Kashmir Park in the presence of parents, teachers and officials.
These are far from isolated events. Across districts, young people are organising and leading rallies, padyatras, pledge ceremonies, debates, essay competitions, reel making contests and cultural programmes in schools, colleges and local communities.
Peer Power: The Rise of Drug Yodhas and Student Ambassadors
Perhaps the campaign’s greatest strength lies in the power of peer influence. The administration has mobilised young volunteers as “Drug Yodhas,” peer educators who spread awareness among people of their own age group. One hundred such youth champions have already been recognised for their proactive work.
In schools, student led Prahari Clubs and Anti Narcotics Clubs are mentoring and supporting their peers. NSS volunteers, NCC cadets and elected student representatives are conducting awareness sessions, screening documentaries and sharing stories of recovery. With more than 16,000 educational institutions participating, schools and colleges have become the frontline in the fight against drug abuse.
Youth led organisations have also added fresh momentum. Groups such as the RiseUp Youth Foundation and the Save Youth Save Future Foundation are conducting outreach programmes in vulnerable areas, with young volunteers engaging directly with schools and communities. Individual initiatives have also inspired many. Udhampur youth Munazim Asif Malik has used Dogri songs and social media reels to motivate his peers and spread the message of a drug free life.
Lieutenant Governor Manoj Sinha has called upon young people to become ambassadors of a drug free Jammu and Kashmir by leading grassroots movements in their own localities. His message reflects an important reality. The battle against drugs cannot be won through enforcement alone. It also requires social responsibility and youth leadership.
Recognising that idle energy often becomes a source of vulnerability, the campaign has actively promoted sports, physical fitness and cultural activities. Cross country runs, self defence workshops, kabaddi and wushu competitions and community sporting events are giving young people healthy alternatives and a renewed sense of purpose.
Government departments and cultural organisations have complemented these efforts through street plays, motivational lectures and pledge ceremonies in schools. The integration of sports, culture and awareness has helped shift the focus from fear of addiction to the positive possibilities of a healthy and purposeful life.
The scale of the campaign has been remarkable. Within weeks of its launch, awareness programmes reached villages and urban wards across Jammu and Kashmir. In one phase alone, nearly 7,000 events engaged more than 3.5 lakh participants. Panchayat level programmes, urban outreach and door to door awareness campaigns have carried the message to almost every corner of the Union Territory.
While law enforcement agencies continue their crackdown on drug traffickers by registering hundreds of FIRs and seizing narcotics worth crores of rupees, the youth led prevention campaign is working to build long term resilience within society. Several young people affected by addiction have been rehabilitated through counselling, skill development and support for re enrolment in education or self employment.
Chief Secretary Atal Dulloo and senior officials have repeatedly emphasised that counselling facilities, Tele MANAS helplines and Addiction Treatment Facilities are being strengthened alongside awareness campaigns. The combination of enforcement, treatment and youth driven prevention is beginning to produce encouraging outcomes.
Although the formal 100 day campaign will conclude, the movement it has created appears set to continue. Youth leaders across Jammu and Kashmir are already discussing ways to sustain the momentum through community programmes, school clubs and regular sporting activities.
The challenge remains significant. Drug abuse is driven by cross border trafficking, social pressures and economic vulnerabilities. Yet the response from the youth offers genuine hope. They are no longer waiting for change. They are leading it.
As one participant in Srinagar’s Unity March observed after completing the event, “We are not just running against drugs. We are running towards our future.”
That future, a Nasha Mukt Jammu and Kashmir, now rests in the hands of one of the region’s most energetic and determined generations. With continued support from the administration, educational institutions, civil society and families, the youth of Jammu and Kashmir have the potential to transform this campaign into a lasting social movement.
The torch has indeed been passed. The youth are not merely carrying it. They are leading the way.
The author can be contacted at welfare166@gmail.com.
