The amount of alcohol, tobacco and other drugs consumed within a given society influences the extent of alcohol problems in that society. According to evidence, alcohol related harm is directly related to the aggregate amount of alcohol consumed by a particular population.
With the end of the three decades of civil war in Sri Lanka many entertainment events and opportunities are organized for the civilians to celebrate the freedom. Alcohol and tobacco consumption is promoted at these events.
Therefore to minimize the harm done through alcohol and other drugs, the interventions are needed to prevent initiation of drug use, reduce heavy drug use, minimize harmful patterns of consumption and change the harmful consequences associated with drug use.
Social Mobilization programme is developed to create an environment where the influential force of users and the industry is reduced and to empower all the communities to counterattack all kinds of social factors which glamourize alcohol, tobacco and other drugs,
The social mobilization programme carries out community based interventions at selected locations based in all districts of the country, mobilizes people through several structures such as youth groups, NGOs, CBOs, schools, government structures, development organizations, creates experimental programmes such as demonstrational sites and incorporates drug prevention into the agendas of other developmental organizations.
ADIC continues to work in collaboration with the government sector in many areas such as Education, Poverty Alleviation, Health and Defense, Women and Youth Empowerment.
ADIC worked with the World University Services of Canada (WUSC) in 2006 on a youth group training held at Galle and Matara Districts. Programmes on alcohol demand reduction among selected villages in Batticaloa, Ampara, Anuradhapura and Pollonnaruwa are carried out in collaboration with Oxfam Australia since 2010 while working with WHO (SEARO) in two districts in Down South and with UNDP at Ampara district. ADIC jointly works with the Women Development Federation (WDF) of Hambanthota to empower women to minimize the consumption and the unfair privileges taken by the alcohol users. We also do several projects with the National Youth Council of Sri Lanka for Youth Corps.
Annually, campaigns are carried out by ADIC on chosen themes to create a nationwide awareness on prevention issues. These campaigns also act towards enhancing the enthusiasm within the organization and other partners in the community. A wide variety of educational aids are designed and used in these campaigns, which in turn increase the awareness among the general public in a productive manner.
According to the observations and surveys, North and East geographical areas were identified as areas to be addressed as those areas were opened for tobacco and alcohol markets, with the end of the civil war in Sri Lanka. In addition to this, electronic and print media in Tamil medium seem to attractively promote alcohol, tobacco and other drugs rather than media in Sinhala and English medium. Therefore Media is also addressed through the social mobilization programme.
Model village programme
The social mobilization programme selected a village named Kimmanthudawa in Kalutarta district and developed and trained a group to conduct drug demand reduction programmes in their village to transform Kimmanthudawa to a model village in which the people are fully aware about the awful truth of alcohol consumption and where the consumption of alcohol is detested and discouraged.