Shopian, April 29, 2025 – The Department of Information and Public Relations Shopian, in collaboration with the Cultural Unit of DIPR Jammu and Kashmir and the Education Department, organised a dynamic Information, Education, and Communication (IEC) campaign at Ranjoor Memorial Government Higher Secondary School Keegam, Shopian, on April 28, 2025. Under the UT-wide Nasha Mukt Jammu & Kashmir Abhiyan, the mega awareness programme utilized Nukkad Natak, Ladi Shah performances, and expert sessions to educate students and the community about the perils of drug abuse, promoting a drug-free lifestyle.
The event, held with the coordination of the District Administration, saw enthusiastic participation from students, school staff, and officials from the health, education, social welfare, AYUSH, and District Legal Services Authority departments. Through vibrant street plays and traditional Kashmiri Ladi Shah performances, artists conveyed powerful messages about the devastating effects of substance abuse, resonating with the audience in a culturally relatable manner. Expert sessions led by medical professionals and resource persons from various departments delved into the root causes of addiction, including depression, curiosity, family trauma, and feelings of inferiority, urging attendees to say “No to Drugs, Yes to Life.”
“This campaign is a vital step toward building a healthier society. The use of Nukkad Natak and Ladi Shah makes the message accessible and impactful,” said a representative from DIPR Shopian. The programme was attended by key figures, including DDC member Raja Waheed, the District Nodal Officer , Deputy LADC, DLSA representatives, and lecturers from GHSS Keegam and Narapora, highlighting the community’s collective commitment to the Nasha Mukt initiative.
Students responded with enthusiasm, pledging to spread awareness among peers. “The performances were eye-opening. We learned how drugs ruin lives and why we must stay away,” said a GHSS Keegam student. Social media posts on X amplified the event’s reach, with hashtags like #IECCampaign, #SayNoToDrugs, and #YesToLife trending. One user wrote, “Kudos to DIPR Shopian for using art to fight drug abuse!”
The IEC campaign aligns with broader efforts by the Jammu and Kashmir administration to curb drug addiction, a growing concern in the region. By leveraging cultural mediums like Nukkad Natak and Ladi Shah, alongside expert-led discussions, the initiative effectively engaged the youth, fostering awareness and resilience against substance abuse.
As Shopian continues to champion such impactful programmes, the collaborative efforts of DIPR, the Cultural Unit, and the Education Department underscore a unified resolve to create a Nasha Mukt Jammu & Kashmir, empowering communities through education and cultural expression.
