Harm minimization strategies recognize that risk behaviours may be difficult to eliminate completely, and therefore, aim to minimize the potential hazards associated with drug use rather than regulating use itself. The merits of harm reduction strategies as public health measures have been extensively debated. Although the approach has gained credibility in specific areas (e.g. needle exchange schemes) it is still somewhat controversial when applied to other areas of drugs prevention work. This paper explores public acceptability of the harm minimization approach using evidence from the evaluation of the London Dance Safety campaign. This initiative acknowledged the appeal of drug use from the young person's perspective as well as its potential medical, social and legal consequences. Pocket-sized booklets were distributed 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. Demand for the campaign materials from the non-target group of parents, and others, was unexpectedly high. Well-managed drugs interventions promoting harm reduction have the potential to offer proven benefits, with minimal costs in terms of public resistance.