Acceptance of the harm minimization message in London clubs and underground system

Harm minimization strategies recognize that risk behaviours may be difficul t to eliminate completely, and therefore, aim to minimize the potential haz ards associated with drug use rather than regulating use itself. The merits of harm reduction strategies as public health measures have been extensive ly debated. Although the approach has gained credibility in specific areas (e.g, needle exchange schemes) it is still somewhat controversial when appl ied to other areas of drugs prevention work. This paper explores public acc eptability of the harm minimization approach using evidence from the evalua tion of the London Dance Safety campaign. This initiative acknowledged the appeal of drug use from the young person's perspective as well as its poten tial medical, social and legal consequences. Pocket-sized booklets were dis tributed in clubs and posters were displayed on the London underground and bus system. The anticipated public opposition to the intervention failed to materialize, despite high awareness in the target and non-target groups. D emand for the campaign materials from the non-target group of parents, and others, was unexpectedly high. Well-managed drugs interventions promoting h arm reduction have the potential to offer proven benefits, with minimal cos ts in terms of public resistance.