The Union Ministry of Social Justice and Empowerment launched the Nasha Mukt Bharat Abhiyaan (NMBA) on 15th August 2020 as a comprehensive national initiative to combat drug demand in India. The campaign addresses what has been described as a silent crisis impacting individuals, families, and communities across both urban and rural landscapes through coordinated initiatives including prevention, assessment, treatment, rehabilitation, aftercare, public information dissemination, and community awareness.
Initially targeting 272 vulnerable districts, the program has expanded nationwide and achieved significant reach, impacting over 23 crore individuals. This includes more than 7.81 crore youth, 5.24 crore women, and 17 lakh educational institutions. The campaign represents a shift from organizational involvement to community engagement, transforming into a jan andolan (people's movement) where states, districts, and stakeholders have taken ownership.
The NMBA coordinates multiple stakeholders including regulatory agencies like the Narcotics Bureau, state and district governments, police departments, NGOs, and hospitals working together in a coordinated manner. The approach is evidence-based and contemporary, specifically designed to engage youth through comprehensive convergence of activities by all stakeholders toward the common goal of making India free of substance abuse.
The campaign particularly emphasizes involvement of higher education institutions, youth clubs, and women's groups, with the major stakeholders and beneficiaries being youth, women, children, educational institutions, civil society, and the community at large. Through partnerships with various departments at district, state, and national levels, NMBA's vision has been implemented at the community level, fostering responsibility, reducing stigma, and promoting acceptance and accountability regarding substance use prevention.
An NMBA Pledge initiative encourages volunteers to reach out to victims of drug addiction, promoting responsible behavior and instilling a sense of responsibility among people to stay away from drugs. The program also operates a helpline (14446) for drug de-addiction support, representing the practical implementation of the campaign's awareness and support objectives.