Srinagar: 98.3 Radio Mirchi Srinagar has launched a transformative campaign, “SUTTA BREAK NAHI, SUTTE SE PERMANENT BREAK,” aimed at creating awareness about the dangers of smoking and encouraging people to quit tobacco permanently. Led by RJ Mehak, the initiative has brought inspiring stories from across the Valley to the forefront.
“Smoking has huge health implications and even the financial aspect is worthy of attention , time and again doctors who come on our show remind listeners that smoking directly or indirectly harms the entire body” , said RJ Mehak.
The campaign began with the spotlight on SheikhGund, a remote village in tehsil Shangus, district Anantnag, which has become Kashmir’s first smoke-free village. RJ Mehak interviewed Mir Jafer, the man behind this groundbreaking change. “It was a challenge convincing people, but the village united to prioritize health over harmful habits,” he said. The campaign highlighted his relentless efforts in spreading awareness and engaging the community in embracing a tobacco-free lifestyle.
RJ Mehak delved into the sacrifices made by the shopkeepers of Sheikhgund, who voluntarily stopped selling tobacco products. These shopkeepers bore significant financial losses, given the high-profit margins on tobacco sales, but chose to prioritize the well-being of their community. “Their decision is a powerful testament to the strength of collective action,” said RJ Mehak, who discussed the statistics from the Global Adult Tobacco Survey (GATS), revealing the alarming tobacco consumption rates in Anantnag and other districts of Kashmir.
The campaign focused on recognition and policy enforcement. The World Health Organization (WHO) recently awarded Jammu and Kashmir’s nodal officer for tobacco control, Dr. Mir Mushtaq, for the success of the National Tobacco Control Program (NTCP).”We achieved this through collaboration, awareness, and enforcing the COTPA Act,” Dr. Mushtaq shared in an exclusive on-air interview with RJ Mehak.The act, which bans smoking in public places and prohibits the sale of tobacco to minors, has been a critical tool in reducing tobacco use in the region.
Insights were also taken from SHO Kothibagh, Srinagar, Mr. Mohammad Manzoor, who discussed the role of law enforcement in ensuring compliance with tobacco regulations. “Our regular drives and penalties have played a significant part in discouraging public smoking,” he noted.
In addition to expert interviews, the campaign also featured heartwarming interactions with callers who shared their personal journeys of quitting smoking or supporting loved ones in doing so. Many callers expressed relief and pride in their decision to quit, citing improved health and better relationships. Others voiced their appreciation for the stricter implementation of tobacco-related laws, saying it has made public spaces cleaner and safer for non-smokers. “Hearing these stories was incredibly inspiring,” said RJ Mehak.”It shows that change is possible when communities and individuals come together.”
Team Mirchi also went out on the streets of Srinagar to get the perspective of passive smokers and how it becomes a huge health hazard for non smokers .
Radio Mirchi’s campaign has used innovative methods, including quirky jingles and RJ Mehak’s spirited discussions, to amplify the message. “We aim to inspire not just individuals but entire communities to take a stand against tobacco,” RJ Mehak said.”Together, we can make a real difference .”
The “SUTTA BREAK NAHI, SUTTE SE PERMANENT BREAK” campaign exemplifies the power of awareness, collaboration, and grassroots efforts in tackling one of Kashmir’s most pressing public health challenges.
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