Pulwama, December 10: Jammu and Kashmir Bank, as part of its Corporate Social Responsibility (CSR) initiatives, has launched Project NAJAATH- a ground-breaking initiative aimed at creating a Tobacco and Drug-Free Society in the Jammu and Kashmir UT.
Under the comprehensive programme, emphasis is laid on both prevention and treatment to address the multifaceted challenges associated with substance abuse. Initially, the project is being piloted in two districts, one each from Kashmir and Jammu divisions- Pulwama and Jammu respectively, officials told Kashmir Reader.
Project NAJAATH focuses on prevention through extensive awareness programmes conducted both at the institutional as well as community levels.
The initiative aims to educate and empower individuals, particularly the youth, about the harmful effects of tobacco and drug consumption. By fostering a culture of awareness, Project NAJAATH aims to curb the initiation of such habits and promote a healthier lifestyle.
Treatment through Counselling and Referrals:
Recognizing the need for a holistic approach, Project NAJAATH incorporates treatment measures by providing counselling services and facilitating referrals to nearby Addiction Treatment Facilities (ATFs) and other Health Facilities.
The programme acknowledges the significance of a support system in the recovery process and ensures that individuals struggling with substance abuse receive the necessary guidance and medical attention.
Project NAJAATH is being executed through SPVLG Foundation, a Srinagar-based non-governmental organization (NGO) with a proven track record in community development initiatives.
The Foundation is implementing the program under the technical guidance of the Jammu & Kashmir Health Department, specifically the State Tobacco Control Cell and anti-addiction cell.
Although project activities commenced on 20th October 2023 only, however, it was formally launched in a momentous event on 10th November 2023 at the J&K Bank Corporate Headquarters, Srinagar by MD/CEO J&K Bank Mr Baldev Prakash in the presence of Director Health Services Kashmir Dr. Mushtaq Ahmad Rather.
Director Health Jammu, Dr Rajeev Kumar and Director School Education Jammu, Ashok Kumar Sharma joined the event through virtual mode. Others present during the event included Rouf-ul-Rehman, Joint Director School Education Kashmir.
The event also saw the presence of other senior-level officers of the Bank, management of SPVLG Foundation and members from the media fraternity
Under the project, various awareness activities in the community and educational institutions of district Pulwama have been conducted by the SPVLG Team over the last six weeks. Through these activities, as many as 35 participants have been reached.
Parallel to this, the project campaign on Radio Mirchi (FM 98.3) has been going vigorously since November 01, 2023.
The FM campaign is aired during peak hours in the morning and evening slots to widen the reach of the audience. Additionally, two radio talks have been recorded and aired from the same FM involving an engaging conversation on prevention and treatment strategies of addiction by Dr Majid Shafi (psychiatric/anti-addiction specialist and Dr Mir Mushtaq, Nodal Officer Tobacco control cell, DHSK), an officer told Kashmir Reader.
As part of treatment for tobacco addiction under the project Nicotine patches have been supplied to the ATF District Hospital Pulwama in sufficient quantity. As many as 65 patients have received the consultation along with nicotine supply over the last one month. Furthermore, two patients have been identified by ATF Pulwama for administering the Naltrexone implants which is considered a modern intervention for chronic addiction cases by the specialists.
Following the successful implementation of the pilot phase, Project NAJAATH aims to expand its reach to the rest of the highly affected districts in Jammu and Kashmir. The scalability of the programme underscores its commitment to creating a lasting impact on the health and well-being of the community.
Jammu and Kashmir Bank expressed its gratitude to all stakeholders, including SPVLG Foundation, the J&K Health Department, and the local communities, for their collaboration and support in making Project NAJAATH a reality.
The bank said it remains steadfast in its commitment to fostering positive change and contributing to the welfare of society through transformative initiatives.
J&K Bank comes up with Project NAJAATH to build tobacco, drug-free society
