In February, the New York Times became the launching pad for a $500,000 Bloomberg-funded ad campaign lauding the virtues of using harm reduction strategies to fight the opioid crisis. The campaign features ads on CNN, Hulu, YouTube and others.

While there’s no clear-cut definition, harm reduction as a public health strategy often consists of encouraging safer alternatives to risky behaviors rather than insisting on abstinence or quitting “cold turkey.” Harm reduction strategies can include needle exchange programs, condom distribution and safe injection sites. Strategies can also include distributing safer smoking kits, which can include crackpipes.