Pad Yatras power collective push

Sustained public mobilisation is essential if Jammu and Kashmir is to make measurable progress against drug abuse. The ongoing 100-day Nasha Mukht Abhiyaan has rightly moved beyond official messaging to people-centric outreach, with back-to-back pad yatras, awareness drives and community events creating visibility and urgency around the issue. Pad yatras, in particular, carry symbolic and practical value. They take the message into neighbourhoods, villages and markets, engaging citizens directly rather than relying on distant campaigns. When students, parents, teachers, religious leaders and officials walk together, the message becomes collective i.e. drug abuse is not an isolated problem but a shared social crisis requiring joint responsibility. Such initiatives also help break stigma. Addiction often thrives in silence, shielded by denial and social hesitation. Public participation normalises conversations around prevention, treatment and rehabilitation. It encourages families to seek help early and supports recovering individuals in reintegrating with dignity. However, awareness alone cannot sustain momentum. These campaigns must be linked with accessible de-addiction services, counselling centres, and livelihood opportunities for vulnerable youth. Schools and colleges should institutionalise regular engagement, while local bodies must ensure continuity once the 100-day programme concludes. Equally important is accountability. Law enforcement agencies must complement awareness drives with firm action against trafficking networks, ensuring that supply-side interventions reinforce demand reduction efforts. The strength of the current campaign lies in its collective spirit. If this participatory model is sustained, through consistent outreach, community ownership and institutional support, it can reshape public attitudes and build long-term resilience. A drug-free Jammu and Kashmir cannot be achieved through policy alone. It requires a vigilant society, informed citizens and continuous engagement. The ongoing yatras are a step in that direction, but their true impact will depend on what follows after the campaign ends.