Jammu, April 28, 2025 – A powerful anti-drug campaign, themed #BeSmart #Don’tStart and #SayNoToDrugs #YesToLife, has taken root in Jammu, raising awareness about the devastating dangers and consequences of drug abuse among youth and communities. Organized by local authorities in collaboration with the Jammu and Kashmir Police, educational institutions, and civil society groups, the initiative aims to educate, inspire, and empower individuals to reject narcotics and embrace healthier lifestyles.
The campaign, launched in response to rising concerns over drug abuse in Jammu and Kashmir, particularly among young people, featured a series of awareness drives, including street plays, seminars, and interactive sessions at schools and colleges across Jammu. Participants, including students, parents, and community leaders, were briefed on the physical, mental, and social toll of substance abuse, with a focus on the region’s proximity to the Golden Crescent—a major opium-producing area spanning Pakistan, Afghanistan, and Iran—that fuels the local drug trade.
“Drug abuse is a silent epidemic that destroys lives, families, and futures,” said a senior official from the Jammu and Kashmir Police, which has intensified its crackdown on drug trafficking. “Through campaigns like #BeSmart #Don’tStart, we aim to empower our youth to make informed choices and say no to drugs.” The official highlighted recent seizures, including 12,298.937 kg of narcotics in 2024, underscoring the scale of the challenge and the need for community-driven prevention efforts.
The campaign emphasized the consequences of drug abuse, such as addiction, health deterioration, unemployment, and drug-fueled violence. A notable session featured testimonials from recovering addicts, who shared their struggles with heroin and synthetic drugs—increasingly prevalent in the region due to their affordability and accessibility. Experts from the Institute of Mental Health and Neurosciences (IMHANS) in Srinagar noted a surge in heroin addiction cases, particularly among women, attributing it to unemployment and mental health challenges post-2019.
Interactive workshops highlighted the role of education and extracurricular activities in preventing drug use. The Student Police Cadets and Anti-Narcotics Clubs in Jammu schools were activated to promote peer-to-peer awareness, while the campaign’s slogans—#SayNoToDrugs and #YesToLife—were prominently displayed on posters and social media to amplify its reach. The initiative also drew attention to resources like the Narcotics Control Bureau (NCB) helplines, encouraging communities to report drug-related activities.
The campaign’s timing is critical, as Jammu and Kashmir grapples with a growing drug crisis. In 2024, the region recorded significant drug-related cases, with Kerala’s 27,701 cases under the Narcotic Drugs and Psychotropic Substances Act serving as a stark comparison to the national trend. The National Investigation Agency (NIA) recently linked a Rs 21,000 crore heroin haul in Gujarat to terror activities in the Pahalgam attack, highlighting how drug trafficking funds violence, further endangering communities.
Local leaders, including representatives from the Jammu and Kashmir Entrepreneurship Development Institute (JKEDI), pledged to integrate anti-drug messaging into their programs, encouraging youth to channel their energies into entrepreneurship and skill development. “Saying yes to life means building a future free from the shackles of addiction,” said a JKEDI official, echoing the campaign’s core message.
The #BeSmart #Don’tStart campaign has sparked a wave of support across Jammu, with citizens rallying to create a drug-free society. As the initiative expands to other districts, it stands as a clarion call for collective action to protect the region’s youth and secure a healthier, more resilient future.
