Yash Khajuria
Leh, Sept 18: As Leh struggles with a growing drug crisis, a newly established District De-Addiction Centre (DDAC) in Agling offers a glimmer of hope. However, the persistent social stigma surrounding addiction continues to thwart the centre’s efforts to combat the rising trends of substance abuse in the region. The centre, located at the Ladakh Heart Foundation and inaugurated in June, aims to provide comprehensive support for addiction recovery but remains significantly underutilized.
The gravity of the situation is evident. The DDAC provides both outpatient and inpatient services, offering specialized care through its Outpatient Department for Integrated Care (ODIC) and Inpatient Rehabilitation Centre for Addiction (IRCA). Yet, despite the rise in addiction, individuals are reluctant to seek local help, citing societal pressure as a major barrier.
Thinles Norboo, Manager and in-charge of the DDAC, revealed the extent of the problem in a recent interview with Earth News. “Although drug abuse is on the rise in Leh, many people are reluctant to seek help due to societal pressure. The stigma around addiction is so strong that some choose to look for help outside Ladakh, rather than use the resources available here.”
In the context of the Multi-Step Flow Theory of Journalism, the problem of drug addiction and the DDAC’s struggle for community involvement reflects a communication gap that needs urgent attention.
The theory, which emphasizes how information flows from mass media to opinion leaders before reaching the broader public, suggests that those with influence in the community—local leaders, activists, and civil society members—have a critical role to play in shaping public perception. In Leh, this process has stalled, with key opinion leaders unable or unwilling to champion the cause of addiction treatment, which has kept many in the community in the dark about available resources.
To break the stigma, influential voices in Leh’s society must take the lead in normalizing conversations around addiction and treatment. This step is crucial to not only spreading awareness but also encouraging those affected by addiction to seek local help without fear of judgment.
The reluctance to engage with the DDAC mirrors a troubling reality. Leh’s addiction problem has largely been hidden, perpetuated by societal expectations that prioritize maintaining appearances. Families and individuals fear being labeled as “addicts” and prefer to avoid treatment rather than face the community’s judgment.
Norboo emphasizes the gravity of this issue, urging civil society to take an active role in challenging these perceptions. “The more we allow stigma to dictate who seeks help and who doesn’t, the more the problem will grow. The community must come together to erase this stigma,” he said.
This is where opinion leaders within Leh’s society must step in. The second layer of the Multi-Step Flow Theory suggests that if prominent voices in the community—whether local government officials, religious leaders, or educators—begin to speak openly about the importance of addressing addiction, it could shift public attitudes.
In an effort to curb the crisis, the DDAC has launched a preventative initiative called the Community Prevention and Intervention Programme for Life Skills (CPIL). This peer-led education program aims to equip individuals with the knowledge and skills to resist addiction. Yet, like the treatment services, this preventative measure relies on active participation from the community—something that remains limited as long as addiction remains a taboo subject.
Community leaders, civil society, and families are crucial to shifting this dynamic. By engaging with the media, and using platforms that reach a broader audience, they can help normalize the conversation about addiction and recovery, slowly eroding the stigma that has plagued efforts to fight the crisis.
As addiction continues to spread through Leh, the DDAC’s services remain a lifeline that many are hesitant to grasp. Without the involvement of opinion leaders and influential voices in the region, the drug crisis may deepen. Norboo emphasised that Families must be the first line of support, and civil society has to play its role in normalizing the conversation around addiction and recovery.
