Campaign against drug, alcohol menace proves a hit in Kerala’s Ernakulam

Innovative messaging through social media platforms reaches over four lakh people

When the Ministry of Social Justice and Empowerment ordered an intense month-long awareness campaign to strip Ernakulam district in Kerala of its dubious distinction of being one of the most alcohol-abused places in the country, the Social Justice Department had little option but to turn towards social media, as conventional awareness programmes were out of question during the pandemic. The department staff and 72 anti-drug master volunteers put their heads together and came up with the idea of a contest using all popular social media platforms. An advertisement inviting participants for the contest led to the registration of 40 organisations and educational institutions. However, many dropped out soon, leaving in the fray just 13 contestants who embarked on an innovative messaging through all platforms for over a month since June 26, which is observed as International Day against Drug Abuse and Illicit Trafficking.