The increasing drug usage in the state, especially amongst the youth was the main cause of worry, and reason behind the initiation of the “Addicted to Life” Social Media Campaign. An effort, to unite people through the medium of social media, in a combined endeavour to raise awareness against the tiding flood of alcoholism and substance abuse in the State of Kerala.

With the tagline "Empowering young people to make their drug-free choice," the widespread campaign was launched by the Chief Minister of Kerala, Shri Oommen Chandy on 6 August 2014 with the backing of the Excise Department and the Kerala State Beverages Corporation. In a novel approach, Shri Oommen Chandy launched the campaign by "liking" the official Facebook page of "Addicted to Life" from his personal account.

In a short time span of 60 days, the duration of the campaign, the page crossed over 2.5 Lakh “Likes”, with a unique reach of over 1.25 Crores. Supported by its Brand Ambassador Padmashri Mammootty and over 100 other well-known personalities from the Entertainment, Political and Media industry, the campaign gained prominence with them updating their Facebook Display Pics and Cover Images with specially designed posters of the campaign

Over 1.95 Lakh such posters came to be designed during the length of the campaign

With the release of special posters for Independence Day, Onam and Gandhi Jayanti, the campaign gained further prominence and eventually was named the largest good cause social media campaign by a government department in India. For the successful execution of the campaign, Abdul Manaf, Campaign Head of "Addicted to Life" and CEO of Easysoft Technologies, received the Excellence Award from the Chief Minister of Kerala, Shri. Oommen Chandy