But to me, they represented yet another failure of public health communication. The idea of harm reduction was born in the fight against AIDS. And so, people who inject drugs came together with public health officials and researchers to devise an alternative. Rather than insisting that we must fight drug use at any cost, policy should focus on reducing injury to individuals and to the public health in general, they argued. And, when they trust that authorities are leveling with them, they are again more likely to reduce risk behavior.