Yupia, Nov 2: The Tobacco-Free Youth Campaign 4.0 was formally launched by Additional Deputy Commissioner (ADC) Tame Yajum at Yupia, today. The 60-day campaign, which commenced on October 28, will continue until December 26, with the objective of strengthening tobacco control measures and preventing tobacco use among young people.
Addressing the gathering, the ADC called upon all members of the District Tobacco Control Committee (DTCC) to work in a coordinated manner to raise awareness and reduce tobacco consumption across the district. She suggested exploring live testimonials from individuals who have overcome tobacco dependence and its adverse effects. With their consent, such testimonials could be shared on social media to inspire others and strengthen the campaign’s impact.
Earlier, the ADC administered the No Tobacco Pledge to all participants, reaffirming their collective commitment to a tobacco-free society.
District Medical Officer (DMO) Dr. Reena Ronya, while addressing the gathering, informed that the National Tobacco Control Programme (NTCP) was launched in Arunachal Pradesh during the financial year 2007–08 and introduced in Papum Pare district in 2015. Highlighting the district’s achievements, she stated that the Papum Pare NTCP team recorded the highest COTPA-related revenue collection through challans in 2024. Page 2..
....Tobacco-Free Youth Campaign 4.0
Explaining the campaign’s focus on youth, Dr. Ronya said that the objective is to prevent tobacco initiation among non-users, particularly schoolchildren, through sustained awareness activities. She emphasised the need for the District Deputy Director of School Education (DDSE) and school authorities to intensify tobacco awareness programmes in educational institutions.
She also stressed the importance of consistent enforcement of the Cigarettes and Other Tobacco Products Act (COTPA), explaining that regular challaning for violations could help deter tobacco use in public offices and public premises. She added that the DTCC has a crucial role in ensuring effective coordination among stakeholders to achieve the goal of a tobacco-free district.
Earlier, District Programme Officer, NTCP, Dr. Lobsang Chuki, presented the action plan and implementation strategies for the campaign in Papum Pare. The key interventions include public awareness, promotion of tobacco-free educational institutions and villages, enforcement of COTPA and the Prohibition of Electronic Cigarettes Act (PECA), social media engagement, and outreach to universities and colleges to bring them on board the tobacco control initiative.
The campaign aims to mobilise students, educational institutions, communities and other stakeholders towards building a healthier, tobacco-free environment and protecting the younger generation from the harmful consequences of tobacco use.
The meeting was attended by DRCHO Dr. Tomar Kamki, DDSE, DDSA T. T. Tara, Deputy Director R. D. Bengia Yakar, and representatives from the police, educational institutions and the Narcotics Department, among others.

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Kenter Joya Riba

(Managing Editor)
      She is a graduate in Science with post graduation in Sociology from University of Pune. She has been in the media industry for nearly a decade. Before turning to print business, she has been associated with radio and television.
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