Kashmir Impulse Desk

Srinagar, April 10

Jammu and Kashmir Police have launched a social media-driven campaign as part of a broader 100-day crackdown on drug abuse, signalling a shift toward digital policing and community engagement to tackle a growing concern in the region.

The initiative, titled “Nasha Mukt Jammu Kashmir Abhiyaan,” will begin Saturday and combine on-ground enforcement with an expanded online outreach strategy led by Police.

Officials said the campaign centres on a coordinated social media presence aimed at raising awareness, encouraging public participation and countering the spread of drug abuse, particularly among young people.

As part of the effort, Police have created a dedicated account on the platform X, along with official pages on Facebook and Instagram. 

Authorities said the platforms will serve as real-time communication channels to share information, highlight enforcement successes, issue alerts and guide those seeking help.

The campaign will be implemented from the panchayat level up to all-J&K level, with Lieutenant Governor Manoj Sinha leading the effort. 

It will involve multiple stakeholders and address the issue through legal enforcement, criminal action and rehabilitation measures.

The initiative comes amid rising concerns over drug addiction in J&K, where law enforcement agencies have reported an increase in seizures and arrests in recent years. 

Experts have linked the trend to factors including cross-border trafficking, unemployment and psychological stress.

Police officials said the digital strategy aims to extend outreach deeper into communities, reduce the stigma associated with addiction and promote preventive education and rehabilitation. 

Planned content includes interactive posts, short videos, testimonials and live sessions with experts.

“This is not limited to enforcement. We want to build a movement,” a senior Police officer said, adding that social media allows direct engagement with young people to steer them away from drugs.

The campaign will also involve civil society groups, political representatives, academics and sportspersons, who are expected to act as ambassadors to spread awareness both online and offline. 

Educational institutions across the region are also expected to play a key role.

Alongside the digital push, Police said ground operations targeting drug peddlers and supply chains will be intensified. 

Units have been directed to align enforcement efforts with awareness campaigns to ensure a coordinated response.

Authorities said public feedback will be monitored through social media channels, and citizens are being encouraged to report suspicious activities and seek assistance without fear. 

Helplines and counselling services will also be promoted through the campaign.

Officials said the integration of technology and community participation is intended to strengthen the fight against drug abuse and could serve as a model for future public health and law enforcement initiatives in the region.