“The next time I see popular figures smoking and drinking in films and TV I will tell my siblings that this is how the industry breeds the habit in the minds of people”

One of South Indian cinema’s (better known as Kollywood) super seven league actors, Vijay as he is popularly known has an enormous fan base both in his homeland as well as in Sri Lanka. To the children of Mylankadu of Uduvil DS division in Jaffna, Vijay was everything they dreamed of. In their eyes, he was multi talented, trendy, good looking, a great actor, dancer and a fantastic stuntman.

At the initial gathering of the childrens’ committee in Mylankadu on 02 November 2009, the children were asked if their beloved Vijay was seen smoking or drinking in any of the films or TV commercials, would they also follow his move, replies ranged from ‘maybe’ ‘why not’ and ‘yes’.

It was clear that the children were hallucinated with the glamour and needed some guidance on how the industry dupes people into believing that smoking and drinking is trendy and harmless. FORUT’s ADD District Co-ordinator Ratnam Sivanayagam, then took on the task of explaining to the children representing the action committee the real truth that was always beautifully concealed.

With images depicting appearances mutilated by Nicotine and Ethanol hidden realities were explained to the many eager ears that seemed to listen to something they never knew.

Mylankadu and Karaveddy is renowned for the produce of illicit liquor and thus consumption has increased drastically, often contributing to reasons of frequent family quarrels, domestic violence etc.,  In Karaveddy too, a group of men, women, youth, children banded up as an action committee to combat the produce and sale of illicit liquor and gathered at the local temple premises to have their inaugural discussion on how they could work together as a group towards reducing production and consumption.

The women cited that many of the men did not have steady means of employment and thus sought refuge in Kassippu. Karaveddy’s 4U youngsters having known the trend are already engaged in propagating FORUT’s approach in tackling the social menace through community participation.

Action committees both in Mylankadu and Karaveddy expressed a strong commitment in working to build a better environment in their village and their children.