Amma’s initiatives started from a simple idea: let youth counsel their peers to find the strength to stay away from drugs and alcohol. Today, they have reached more than 336,000 young people.
Amma joined Hon’ble Prime Minister Narendra Modi’s launch of the Nasha Mukt Yuva campaign. The youth-led movement encourages every citizen to make a pledge for a healthier, drug-free India, thus working collectively to become a developed nation.
Amma’s participation is led by AYUDH, the Ashram’s youth wing, and includes Amrita University’s 10 campuses, 86 Amrita Vidyalayam schools throughout the country, and the more than 2800 villages reached by Amma’s humanitarian initiatives across India.
“Today, as values continue to decline, the growing use of intoxicants among youth and children is something we must fear even more than war. Unknown to their parents and siblings, children are destroying themselves,” said Amma in her message.
“Yet at the same time, there are young people who are choosing to remain free from substance abuse and share that message with others. May you become role models for others so they do not fall into the trap of addiction.”
The Government of India’s action reflects initiatives Amma started in 2014 to tackle addiction to drugs and alcohol among the youth. With many coming to her in tears, she listened to story after story shared by addicts, their families, and their friends.
Their experiences left a deep mark on Amma’s heart. Since then, her initiatives for youth have reached more than 336,000 people. Through the courage and dedication of tens of thousands of volunteers, countless others remain free of substance abuse.
Vimukthi – Amrita Hospital, Kochi
In 2014, Amrita Hospital, Kochi launched Vimukthi, an anti-substance abuse campaign built on a simple idea: let youth counsel their peers. Courageously sharing their words and experiences, their voices land harder than any lecture from an adult.
Trained student volunteers carried the message into government schools across Kerala, focusing on early awareness, counseling, and community-based prevention. Leading by example, they inspired many others to find the strength to stay away from drugs and alcohol.
Impact:
Amrita Awareness Ambassadors across Rural India – Amrita University
With the success of Vimukthi, Amma expanded the initiative into rural India. The Amrita Awareness Ambassadors (AAA) Program began in village schools, particularly in remote tribal communities where drug abuse and human trafficking put youth at serious risk.
Led by Amrita University’s Centre for Research in Accessible Technologies for Education (CREATE), AAA trains adolescents to educate their peers and communities on substance abuse prevention, protection from human trafficking, healthy lifestyles, and mobile and internet safety.
CREATE has since expanded AAA to the Ashram’s Amrita Vidyalayam schools. Through peer mentoring and positive role modeling, these young ambassadors are becoming responsible community leaders.
The Government of India has in recent years shown support for AAA through a Centre of Excellence grant from MOTA (Ministry of Tribal Affairs) for implementation in Chhattisgarh, Jharkhand, and Madhya Pradesh, and through a DST (Dept. of Science & Technology) grant in Mizoram.
Impact:
A Vision for a Developed Nation
Amma’s established initiatives and the Government of India’s Nasha Mukt Yuva converge on a common belief: when youth lead by example and inspire their peers, social transformation becomes possible.
As Amma says, even if just one out of a hundred people take up the call, it is as beautiful as a flower blossoming in the midst of a desert. Across India, there are young people who are choosing to remain free from substance abuse. In this way, they become role models for countless others.
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