To Prevent Underage drinking and Drug abuse
A Nationwide Campaign

An Overview
It is estimated that millions of youngsters die every year in India due to underage drinking & drug abuse, which is one of the most pressing national concerns. The addiction to alcohol and drug abuse among India’s adolescents is at an alarming level and increasing. Its economic and social ramifications have included the raping of minor girls, domestic and sexual violence, blatant hooliganism, and making the household environment unfit to live in. Before it devastates the lives of teenagers and their families, society must come forward to prevent it.

To overcome these challenges, ICARe is launching a unique IPTV-based nationwide awareness campaign on the adverse effects and prevention of drug abuse and underage drinking.

Approach: using innovative techniques; IPTV technology

In this campaign, we are using IPTV technology to discourage underage alcoholics and drug addicts. The improved, wider, and more cost-effective awareness coverage of IPTV will dramatically reduce the demand for underage drinking and drug abuse nationwide.

Methodology: As part of the campaign, to discourage underage alcoholics and drug addicts, meaningful preventive short video films and catchy slogans will be continuously played on TV screens where liquor & drugs are sold or served. The TV screens will be installed inside the premises (black spots) at the canteens of educational institutions, banquet halls, wedding venues, liquor shops, bars, clubs, hotels, and other places where alcohol and drugs are commonly used by youngsters. It is hoped that by raising this issue in such places, the campaign will become a true "people's movement" that will help steer alcohol & drug-addicted teenagers towards a sober lifestyle in the interest of the progress & security of the nation. In addition to the parent-teacher meeting, a sensitising meeting will also be organised to see the street plays on the topic of the prevention of underage drinking and drug abuse. Sensitising tours of 8th and upper grade students to rehab centre will also be organised to see with their own eyes the condition of an addict.

Expected outcome of the campaign: In this campaign, institute is using a unique IPTV technology to discourage underage alcoholics and drug addicts. IPTV's improved, wider, and more cost-effective awareness coverage in the black spots of specific locations will dramatically reduce the demand for underage drinking and drug abuse nationwide. We are expecting that by raising this issue in such places, the campaign will become a true "people's movement” and will definitely steer alcohol & drug-addicted teenagers towards a sober lifestyle. India will continue to enjoy the long-term benefits of progress and security.

Target areas: School, Collage Students, and other youngsters