Fighting Drug Abuse - Javed Bolah: "Provoking a Conscious Awakening"

Title: Fighting Drug Abuse - Javed Bolah: "Provoking a Conscious Awakening"

Content:

While repression and debates around drug decriminalization dominate public discourse, awareness campaigns remain neglected in anti-drug policy. Despite strategies, action plans, and dedicated institutions, prevention messages struggle to reach their target audience, particularly the youth. Campaigns often take the form of posters, conferences, or symbolic marches, but their impact appears to wane. Observers find this concerning, especially as drug use becomes more normalized and synthetic drugs infiltrate schools.

Javed Bolah, a strategic communication expert, argues that some campaigns fail simply because their methods and approaches are outdated. "Marches are important actions to show that the fight is ongoing, but there is often a disconnect between the message and the audience. Communication frequently misses the mark. Why? Because it requires reflection from the start, not afterwards — which is a common oversight. When we talk about the fight against drugs, it's a national emergency. Every audience deserves a specific and clear message," he explains.

The expert elaborates further: according to him, the fight against drugs sometimes takes on a too political or too 'glamorous' tone, losing touch with reality. "Drugs do not only affect those from vulnerable backgrounds or the middle class. They impact everyone, regardless of social status or age. Spending millions on a billboard that does not reflect this reality is pointless. We need to go where the problem lies. Old methods are outdated and exhausting. We must communicate differently to provoke a genuine awakening of consciousness," he asserts.

Jameel Peerally, founder of Kollectif 420, shares this view. He advocates for more transparent and less guilt-inducing communication, but especially criticizes the lack of tangible progress. "For over 40 years, we've been shouting from the rooftops that we need drastic measures if we want to end drug trafficking. Despite all the police and grand speeches, we are still regressing. Synthetic drugs have become a formidable enemy, a real business. This drug leads to acts of violence and even murder, yet authorities still do not respond," he laments.

The activist also noted the recent press conference by Rezistans ek Alternativ, which mentioned the slow implementation of anti-drug policy. However, he finds the silence surrounding cannabis decriminalization incomprehensible. "Nothing has been said about this issue. No concrete measures have been taken to start discussions on decriminalization or to take strong action against traffickers. Remaining silent means complicity," he asserts, hinting that a protest might be organized soon to denounce this inaction.

For him, as for other civil society actors, change will not come only from laws but also from honest, direct, and human communication. As long as the official discourse remains trapped between morality and repression, the fight against drugs will continue to miss its target: the hearts and consciousness of the citizens.