Srinagar, May 7: Director Department of Information and Public Relations (DIPR), Shreya Singhal, today chaired a review meeting to assess the functioning and performance of District Information Centres (DICs) across the Kashmir Division. She also reviewed the ongoing activities of the department being conducted under the Nasha Mukt Jammu Kashmir Abhiyaan.

Addressing the officers in the meeting, the Director emphasized the need for further strengthening the public outreach mechanism at the grassroots level. “DICs have pivotal role in disseminating the government policies, welfare initiatives and developmental achievements among the masses in an effective and timely manner”, she stated.

Shreya Singhal directed the officers to further enhance coordination with the district administrations and ensure prompt coverage of the government programmes and policies.

Outlining the importance of the emerging digital platforms, the Director called upon the DIOs to adopt innovative communication strategies and maximize the use of digital and social media platforms for wider public engagement.

While reviewing the activities being carried out by the DIPR under the Nasha Mukt J&K Abhiyaan, the Director underscored the importance of sustained awareness campaigns to combat the drug abuse and promote a healthy and informed society. “Intensify the Information, Education and Communication (IEC) activities in the educational institutions, rural areas and urban centres through seminars, awareness programmes, cultural activities and social media outreach”, she instructed the DIOs.

The Director appreciated the efforts being undertaken by the DIPR in generating awareness regarding the harmful effects of substance abuse and called for greater community participation in making the campaign more impactful and result-oriented.

Among others, the meeting was attended by Joint Director Information (Hqrs), Dr. Zahoor Ahmad Raina; Joint Director Information Kashmir, Syed Shahnawaz Bukhari; Deputy Director Information (PR/AV), Javid Ahmad Rather; Deputy Director Information Srinagar, Mohmmad Rafiq; Deputy Director (Hqr) Srinagar, Zubair Ahmad,  Cultural Officer Burhan Hussain and  District Information Officers (DIOs)  from Kashmir Division.