A short video warning young people about online scams flashes across TikTok. Another Facebook post explains traffic rules through humor and animation. Of late, Nepal Police has moved beyond traditional press briefings and public notices, turning to social media to spread awareness on cybercrime, road safety, drug abuse, and public security.
As thousands of Nepalis engage with these posts daily, the growing digital presence of police raises a key question: are social media campaigns effective when it comes to matters of public awareness and policing?
Social media has given Nepal Police a direct channel to engage with the public, gathering feedback and suggestions in real time. The approach carries several advantages, such as broader public awareness, stronger youth engagement, and faster information dissemination. Where they once relied on press releases and written notices, they now produce short-form videos, reels, and AI-assisted content. This active presence projects a more approachable image and encourages citizens to interact, report incidents, or seek help online.
“Our primary objective is to raise public awareness on issues such as cybercrime, road safety, drug abuse, online fraud, disaster response, and overall public security,” said DIG Abi Narayan Kafle, Nepal Police spokesperson.
Among the platforms, Facebook draws the highest engagement owing to its broad user base in Nepal, while TikTok, Instagram, and X are proving increasingly effective at reaching younger audiences. As of May 24, Nepal Police's Instagram page has 162,000 followers, Facebook 2.2m, TikTok 187,000, and X 899,900. For now, however, the reach remains concentrated in urban areas, leaving rural communities comparatively underserved.
Arya Gautam, 18, a student, said Nepal Police has learned to “humanize the badge” by speaking the language of the internet. “It's not about going viral, but about bridging the gap between authorities and the public—and that is a very important approach to public safety,” she said.
Raj Dhungana, 33, a journalist, agreed the strategy has been effective in raising awareness, particularly in urban areas. “It has become an effective tool for educating citizens and strengthening the relationship between the public and the police,” he said.
Others echoed the sentiment. Ishuvi Singh Bishwokarma, 23, appreciated the police's adaptation to the digital age, noting that social media is the fastest way to connect with people and spread awareness. Sunil Rai, 28, said the use of memes has made public safety content both engaging and shareable. Rohan Maharjan, 28, pointed to AI-generated videos as particularly effective. “People are more willing to watch and share these videos, helping the message reach a much wider audience,” he said.
According to Kafle, contents such as cybercrime prevention tips, traffic safety reels, animated explainers, and public service announcements tend to receive strong responses and wide sharing. He added that youth engagement remains central to the strategy. “Since young people are highly active on digital platforms, we aim to deliver awareness messages in creative, relatable, and accessible ways,” he said.
Kafle also acknowledged the obstacles: misinformation, limited digital literacy among certain groups, resource constraints, and rapidly evolving platform trends. Public feedback, he noted, has significantly shaped the police's communication approach.
Looking ahead, Nepal Police plans to expand digital campaigns to rural communities through multilingual and regionally targeted content. A dedicated content creation team at headquarters manages official platforms, with social media units also established at provincial and district levels. “Digital policing and online public communication will continue to play an increasingly important role in strengthening public trust, promoting awareness, and improving coordination between law enforcement and citizens,” Kafle said.
In a country where social media increasingly shapes public conversation, Nepal Police's digital shift reflects a broader transformation in how public institutions communicate. By embracing humor, short-form video, and interactive content, the police are working to build a more approachable relationship with the public, especially younger generations.
While challenges remain, the growing engagement across platforms suggests that these campaigns are certainly making an impact.
