100-day campaign: A timely intervention

Amid the rise in drug addiction across Jammu and Kashmir, the launch of a 100-day intensive campaign under the Nasha Mukt Jammu Kashmir Abhiyaan is seen as a decisive and timely intervention in the fight against substance abuse. At a time when drug addiction is emerging as a serious social and public health concern in the region, this focused initiative offers both urgency and hope. A campaign of this scale must go beyond symbolic messaging. Its success will depend on coordinated action across departments including health, education, law enforcement and social welfare working in unison. Awareness drives in schools, colleges and communities can play a transformative role, especially when they move from mere lectures to meaningful engagement with youth, parents, and educators. Prevention, after all, remains the most effective cure. Similarly, strengthening rehabilitation infrastructure is pivotal. Many families battling addiction face stigma and lack access to affordable treatment. Expanding de-addiction centres, ensuring trained counsellors, and providing sustained psychological support are essential to turning recovery into reality. The campaign must send a clear message: those struggling with addiction need care, not condemnation. Law enforcement, too, has a critical role in dismantling supply chains. However, a balanced approach is necessary that distinguishes between victims and perpetrators. Targeting traffickers while supporting users through rehabilitation can help break the cycle more effectively. Community participation will be the backbone of this mission. Religious leaders, civil society groups, and local influencers can amplify the message and foster a collective sense of responsibility. A drug-free Jammu and Kashmir cannot be achieved by government action alone. The 100-day campaign should serve as a catalyst, not a conclusion. Sustained commitment, policy continuity and community ownership will determine whether this initiative becomes a turning point or just another fleeting effort.