Shabir Ahmad
Across the streets of Srinagar’s Lal Chowk and in towns and villages throughout Jammu and Kashmir, a powerful movement is taking shape. It is driven by the energy of young people who are choosing hope over despair and determination over addiction. The sound of running feet, cycling rallies and youth pledges has become a symbol of a new resolve. Their message is simple and clear. Nasha nahi, jeevan chahiye. We choose life, not addiction.
Launched in April 2026 as part of the nationwide 100 Day Campaign, the Nasha Mukt Jammu and Kashmir Abhiyan has evolved into far more than a government programme. It has grown into a genuine people’s movement, with the youth emerging as its strongest force and most committed ambassadors.
The campaign stands out because it places young people at the centre of the fight against drug abuse. Rather than relying solely on official messaging, the administration has encouraged youth to take ownership of the movement. Under the leadership of Director General, Youth Services and Sports, Anuradha Gupta, the Directorate of Youth Services and Sports has transformed sports and community engagement into effective tools against addiction. Her belief that sports provide the strongest defence against substance abuse has been reflected in the campaign’s design and implementation.
One of the campaign’s most remarkable initiatives came in June, when more than 50,000 young people participated in a synchronised cycling rally across all 20 districts and 187 zones of Jammu and Kashmir. Students, youth clubs and local athletes rode together to promote healthy living and reject substance abuse. The event demonstrated unity, discipline and the collective determination of young people to build a healthier society.
The same spirit was visible during Srinagar’s Mega Unity March and Mini Marathon, where more than 1,800 boys and girls ran from Ghanta Ghar to Sher i Kashmir Park. Parents, teachers, officials and citizens lined the route to encourage participants, turning the event into a celebration of youth leadership and social responsibility.
These programmes are only part of a much larger effort. Throughout Jammu and Kashmir, young people are organising awareness rallies, padyatras, pledge ceremonies, debates, essay writing competitions, reel making contests and cultural events in schools, colleges and local communities. Their active participation has ensured that the campaign reaches every section of society.
One of the campaign’s greatest strengths lies in the influence young people have over one another. Recognising this, the administration has introduced the concept of Drug Yodhas, young volunteers who educate and motivate their peers to stay away from drugs. More than one hundred such youth champions have already been recognised for their outstanding contribution to awareness and prevention.
Educational institutions have become the campaign’s frontline. Student led Prahari Clubs and Anti Narcotics Clubs are creating awareness through discussions, documentary screenings and interaction with recovering addicts. NSS volunteers, NCC cadets and student leaders are encouraging healthy lifestyles while helping classmates understand the devastating consequences of addiction. With over 16,000 educational institutions participating, schools and colleges have become powerful centres of prevention and social change.
Youth led organisations are also making a meaningful contribution. Groups such as the RiseUp Youth Foundation and the Save Youth Save Future Foundation are conducting awareness programmes in vulnerable communities and educational institutions. Young volunteers are reaching out directly to students and families with practical guidance and motivational activities.
Individual efforts have added a creative dimension to the campaign. Youth like Munazim Asif Malik from Udhampur are using Dogri songs and social media content to inspire their generation. Such initiatives demonstrate how art, music and digital platforms can become effective tools in the fight against drug abuse.
Lieutenant Governor Manoj Sinha has repeatedly called upon young people to become ambassadors of a drug free Jammu and Kashmir. His appeal encourages them to lead awareness campaigns in their own localities and inspire others through positive action. The message is clear. The battle against drugs cannot be won through law enforcement alone. It requires the active participation and moral leadership of society, especially its youth.
Recognising that meaningful engagement is essential for preventing addiction, the campaign has promoted sports, fitness and cultural activities across the Union Territory. Cross country races, self defence training, kabaddi and wushu competitions and community sports events are providing young people with healthy alternatives while strengthening discipline, confidence and teamwork.
At the same time, the Information Department and cultural organisations have organised street plays, motivational lectures and awareness programmes in schools and colleges. These initiatives have successfully shifted public attention from the fear of addiction to the positive possibilities of a healthy and purposeful life.
The scale of the campaign reflects its seriousness. Within weeks of its launch, thousands of awareness programmes were organised across villages, wards and urban centres. Nearly 7,000 events in one phase alone engaged more than 3.5 lakh participants. Door to door campaigns, Panchayat level programmes and activities organised by Urban Local Bodies ensured that the message reached every household.
Alongside awareness initiatives, law enforcement agencies have intensified action against drug trafficking. Hundreds of FIRs have been registered and narcotics worth crores of rupees have been seized. Yet the campaign recognises that enforcement alone cannot eliminate the problem. Prevention, rehabilitation and community support remain equally important.
Many young people who had fallen into addiction have received counselling, treatment, skill development and assistance to continue their education or start self employment. Their successful rehabilitation highlights the importance of compassion alongside strict enforcement.
Chief Secretary Atal Dulloo and senior officials have emphasised the strengthening of counselling services, Tele MANAS helplines and Addiction Treatment Facilities throughout Jammu and Kashmir. The coordinated approach of enforcement, treatment and youth led prevention is creating a comprehensive framework to tackle the drug menace.
Although the formal 100 Day Campaign will conclude, the movement it has created is expected to continue. Youth organisations, schools and local communities are already planning regular awareness programmes, sports activities and community engagement to sustain the momentum.
The challenge remains significant. Drug trafficking networks, cross border influences and socio economic vulnerabilities continue to threaten young lives. Yet the response from the youth of Jammu and Kashmir offers genuine hope. They are refusing to remain silent spectators. Instead, they are becoming leaders, educators and agents of change.
As one participant in Srinagar’s Unity March remarked after completing the run, “We are not just running against drugs. We are running towards our future.”
That future depends upon the determination, courage and leadership of Jammu and Kashmir’s young generation. With continued support from families, educational institutions, civil society and the administration, they have the potential to transform the dream of a drug free society into a lasting reality.
The torch has been passed to the youth. They are carrying it forward with purpose, determination and hope.
