T’puram: The state govt on Friday launched ‘Mayangilla Keralam’, a comprehensive anti-drug campaign aimed at integrating law enforcement, prevention, public awareness, treatment and rehabilitation to tackle the growing menace of substance abuse in the state.Announcing the initiative at a news conference, excise minister M Liju said the rising use of narcotic substances has emerged as one of Kerala’s biggest social challenges, affecting not only individuals but also families, the future of young people and public safety. He said the govt’s approach goes beyond arresting offenders and focuses equally on preventing substance abuse, identifying users at an early stage, providing counselling, treatment and rehabilitation, and helping them reintegrate into society.The minister said the programme brings together law enforcement, preventive interventions, public participation, scientific treatment, rehabilitation and technology under a single framework. Anti-narcotic clubs in schools, teachers, counsellors and Shradha-Nerkoottam committees in colleges will be utilised to identify early signs of substance abuse among students and ensure timely counselling and specialised treatment.At the community level, the govt will strengthen ward-level public awareness committees and a volunteer network to identify vulnerable individuals and facilitate counselling, referral for treatment and post-treatment support with public participation.As part of the programme, the govt will establish model de-addiction centres equipped with modern facilities as well as rehabilitation centres to help recovering individuals return to society with confidence. Employment support, skill development, vocational training, self-employment assistance and family support will also form part of the rehabilitation process.The govt will also launch the ‘Mayangilla Keralam’ public awareness portal and a mobile application as an integrated digital platform for anti-drug activities. The platform will provide self-assessment tools for substance use, online registration for counselling and treatment services, confidential reporting of drug-related complaints, coordination of awareness programmes and a mechanism for the public to share information and suggestions. The minister said it would be India’s first integrated digital platform for coordinating anti-drug initiatives.Liju said the govt would simultaneously intensify its crackdown on drug trafficking. Under Operation Thunder, enforcement agencies will step up inspections across the state, invoke provisions of the Prevention of Illicit Traffic in Narcotic Drugs and Psychotropic Substances (PIT-NDPS) Act more effectively to place habitual traffickers under preventive detention, attach illegally acquired assets of drug offenders and ensure maximum punishment for those involved in the narcotics trade.He said surveillance and enforcement would also be strengthened around educational institutions, public places and identified drug hotspots to dismantle supply networks. The minister said ‘Mayangilla Keralam’ represents Kerala’s integrated anti-drug model, combining prevention, early intervention, counselling, treatment, rehabilitation, social reintegration, law enforcement, digital services and community participation.
