Srinagar, Apr 10: In a shift towards digital policing and community engagement, J&K Police have launched a robust social media-driven campaign as part of a broader crackdown on drug abuse, which has emerged as a serious concern across J&K.

The initiative, ‘Nasha Mukt Jammu Kashmir Abhiyaan,’ will roll out as a 100-day intensive canoeing starting Saturday, combining on-ground enforcement with an aggressive online outreach strategy led by the police.

At the heart of this campaign is a coordinated social media presence aimed at amplifying awareness, encouraging citizen participation, and countering the growing drug menace.

The police have created a dedicated account on X under the name ‘Nasha Mukt Jammu Kashmir Abhiyaan,’ alongside official pages on Facebook and Instagram.

Officials say these platforms will serve as real-time communication channels to disseminate information, share success stories, issue alerts, and provide assistance to those seeking help.

The move reflects a growing recognition of social media’s influence, particularly among youth – the demographic most vulnerable to substance abuse.

The campaign will start from the Panchayat level to the J&K level, with the Lieutenant Governor Manoj Sinha himself leading it.

It will not only involve all sections of society but also target the issue on legal, criminal and rehabilitation fronts.

The campaign unfolds against the backdrop of a worrying rise in drug addiction in Jammu and Kashmir, where law enforcement agencies have reported increased seizures and arrests in recent years.

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

By establishing a strong digital footprint, the police aim to reach deeper into communities, breaking the stigma associated with addiction while promoting rehabilitation and preventive education. Interactive content, short videos, testimonials, and live sessions with experts are expected to be key features of the online platforms.

Senior police officials said that the initiative is not limited to enforcement.

“We want to build a movement. Social media allows us to connect directly with people, especially young individuals, and guide them away from drugs,” an officer said.

The campaign will also see active participation from civil society groups, political representatives, academicians, and sportspersons, who will act as ambassadors to spread awareness both online and offline.

Educational institutions across J&K are expected to play a pivotal role in amplifying the message.

Alongside digital outreach, intensified ground operations will target drug peddlers and supply chains.

Police units have been directed to synchronise their enforcement efforts with awareness drives to ensure a comprehensive approach.

Public response will be closely monitored through these platforms, with authorities encouraging citizens to report suspicious activities and seek support without fear.

Helplines and counseling services are also expected to be promoted through the campaign’s social media channels.

With the integration of technology and community participation, the administration hopes that the 100-day camping will mark a turning point in the fight against drug abuse in Jammu and Kashmir, setting a model for future public health and law enforcement initiatives.