IUST, CBC J&K forge strategic partnership to promote Mission LiFE

Srinagar, Nov 17: In a significant step toward strengthening public communication on sustainability, science, and welfare initiatives, the Islamic University of Science & Technology (IUST), Kashmir and the Central Bureau of Communication (CBC), Jammu & Kashmir and Ladakh have agreed to a far-reaching partnership aimed at amplifying awareness on Mission LiFE, scientific advancements, and people-centric government schemes.

The collaboration was formalized during a meeting between Prof Shakeel Ahmad Ramshoo, Vice Chancellor, IUST, and Ghulam Abbas, Director, CBC J&K–Ladakh, held on the university campus today. Both underscored the urgency of integrating academic expertise with strategic communication to empower communities with credible, science-backed information.

Director Ghulam Abbas emphasised that Mission LiFE—Lifestyle for Environment—requires active public participation driven by clear and accessible communication. He said the CBC is committed to working closely with academic institutions like IUST to promote environmentally conscious behaviours, sustainable technologies, and a culture of responsibility among the youth. Vice Chancellor Prof Ramshoo welcomed the collaboration, stating that partnerships between communication institutions and universities are critical for translating scientific ideas into meaningful societal outcomes. He reaffirmed IUST’s commitment to supporting CBC’s outreach efforts and contributing its academic and research expertise to promote sustainability, innovation, and welfare awareness across Jammu & Kashmir.