Nasha Mukt Bharat Campaign

Department of Social Welfare, Women and Child Development


Nasha Mukt Bharat Abhiyaan has been initiated by the Ministry of Social Justice and Empowerment, to reduce and subsequently eliminate the menace of drug abuse prevalent in the country. We designed an IEC campaign for the Department of Social Welfare, Women and Child Development, Chandigarh for implementation at the U.T. level.

During the lockdown period, the drug-de addiction helpline number witnessed a drastic rise in the number of distress calls. The sufferers were unable to procure substance and experienced severe withdrawal symptoms and increased suicidal tendencies.

The campaign aimed to put in place a rigorous awareness strategy to help people fight the evil.

Our Approach

With the mission to reduce or prevent the harms of drug use through education, intervention and advocacy, a concerted IEC plan involving Social and Behavioural Change Communication (SBCC), institutional support and convergence was designed. The various components of the campaign deal with ensuring that the youth in particular and the public/citizens in general are informed and educated about addiction and the social, health and economic consequences of alcohol and other drug use and misuse. As the general public learns the facts, it is our hope that stigma will be reduced, more people will seek treatment, and our society will benefit from an overall reduction in substance use and misuse.


Campaign Overview

The focus of the campaign is to spread the message against the ill-effects of drug abuse, denormalization of drug use, promotion of healthy family relationships, emotional wellness, and the prevention of alcohol, drug use, and other risky behavior by youth through on-ground interventions, mid-media campaigns, opinion leader engagement and seamless two-way communication with the youth/citizens. For this, the following initiatives are being taken:

  • Bi-weekly discussions and talks on Tuesdays and Fridays through online motivational and fun sessions, namely, “Therapy Tuesdays” and “Sober Shukravaars” respectively, to emphasize the need of de-addiction and means to quit at early stages.
  • An online initiative namely, “Second Innings Sunday”, comprising testimonials and experience sharing by individuals post-rehabilitation, with an aim to motivate existing drug addicts and those on the path to recovery.
  • Circulation of infographics related to the results of de-addiction, harms of substance abuse, preventive measures, tips to live a healthy lifestyle, etc. actively through social media platforms.