How We Helped Launch a Youth-Centered Campaign Against Drug Abuse at TKMCE
Drug addiction among youth is a growing concern—especially when we see reports that over 13% of people abusing drugs in India are under the age of 20. These numbers are more than statistics. They are a reflection of a reality that many young people face—one where drugs are seen as an escape from life’s harsh circumstances like unemployment, poverty, and lack of access to education or recreation.
As a digital marketing company, we’ve always believed in using our platform and creativity for causes that matter. So when we saw the growing spike in news related to drug addiction cases across Kerala, especially among students, we felt compelled to act. Not just by talking about the legal consequences—but by addressing the emotional and mental health aspects of addiction, which are often ignored. That’s where our campaign idea was born.
A Purpose-Led Campaign
We partnered with TKM College of Engineering (TKMCE), an institution known for shaping responsible citizens, and collaborated with two leading hospitals—KIMS Health Hospital, Kollam, and Credence Hospital, Thiruvananthapuram. Together, we planned a large-scale anti-drug awareness event that didn’t just speak to students—but actually *reached* them.
The event, titled “Drop the Dope: A Fight Against Addictions,” was hosted on April 29, 2025, at the TKMCE campus. The goal? To move the conversation away from punishment and shame, and toward awareness, support, and personal responsibility.
But how do you connect with young people on such a serious topic?
Speak Their Language
We knew we couldn’t just talk at the students. We had to speak with them—in a way that’s honest, empathetic, and relevant. So, our campaign strategy revolved around three core pillars:
1. Emotional storytelling over fear-mongering
Instead of focusing solely on the legal consequences or statistics, we shifted our messaging to the *emotional and health-based dangers* of drug abuse. The idea was to help students understand what really happens to their mind and body, and why it’s so important to seek healthier coping mechanisms.
2. A relatable role model
We invited acclaimed Malayalam actor Shri. Vinay Forrt as the keynote speaker. The idea was simple: when someone they admire talks about finding addiction in something positive, like art, it resonates much deeper than just rules and warnings. His statement, ‘Life itself should be the addiction—Jeevithamanu Lahari’ struck a powerful chord with the audience.
3. Top hospital collaborations Kerala for expert guidance and real conversations
We brought together a panel of doctors and mental health experts to talk about the dual impact of drug abuse—both mental and physical. The session wasn’t just a lecture. It was a conversation—moderated by Dr. Arun Surendran (Principal & Strategic Director, Trinity College of Engineering), and featuring:
Dr. Vinod B. Ganga (Consultant, Respiratory Medicine – KIMS Health)
Dr. Abraham Jerome (Consultant Psychiatrist – KIMS Health)
Dr. Shajna M. (Consultant Family Physician – Credence Hospital)
The discussions were honest, informative, and deeply inspiring. Students were given the space to ask questions, share thoughts, and truly reflect.
Pre-campaign promotion strategy
Making it Happen
Executing a campaign of this scale involved a lot of moving parts—but it all came down to teamwork and intention.
Pre-event promotion
We ran teaser posts and awareness content on social media, targeting students through relatable reels, quotes, and short videos that explained the physical and mental harm of drug usage. Everything was designed to be shareable, real, and easy to engage with.
On-ground coordination
We worked closely with the TKMCE NSS team to manage the flow of the event, media coverage, and student participation. The event was inaugurated by the Former Principal of TKMCE, Dr. Sajeeb R. , who welcomed the dignitaries and reinforced the message of early awareness and intervention.
College PR and Media Campaign
Media engagement
We ensured that the event had solid media coverage—both through local press and digital platforms. Visuals from the event, snippets of the panel, and key takeaways were shared in real time to amplify the reach.
Top hospital collaborations Kerala
Celebrity spotlight with a difference:
Rather than just bringing in a well-known face for publicity, we gave Shri. Vinay Forrt a space to connect authentically with the audience. His message about art and purposeful living as a form of addiction turned out to be the emotional highlight of the campaign.
Heartening and Hopeful
The response we received was overwhelming. Students appreciated that this wasn’t another preachy lecture but a real conversation. Many said that it helped them reflect on their choices, understand the consequences better, and even opened up conversations among peers and faculty that had never happened before.
The hospitals too expressed their support in continuing the dialogue—possibly even offering future mental health sessions or support programs on campus. Most importantly, the event created an environment where students felt seen, heard, and understood.
A Small Step, A Stronger Impact
In today’s fast-paced world, addiction doesn’t always come wearing warning signs. It slips in quietly, masked as relief or escape. But as this campaign proved—what also works quietly but powerfully is awareness, community, and honest conversation.
By bringing together a responsible institution like TKMCE, compassionate healthcare providers like KIMS and Credence, and a voice that the youth could truly relate to, we created more than just an event. We created a movement.
At the heart of it all was a simple, strong message—Replace the high of drugs with the high of life itself.
And if even a few students walked away thinking about that, we believe the campaign was worth it.
