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From the analysis of a specific conjuncture, "Cracolândia" in São Paulo, Brazil, and the "De Braços Abertos" program, this article discusses the complex relationships between drug use and the formulation of public policies directed to the care of users. In methodological terms, this work is based on the qualitative research by using semistructured interviews with thirteen key informants. The empirical material was analyzed from the content thematic analysis and the intersectionality perspective, especially from the theoretical contributions of the "difference" category. The results point out that "differences" are marked by gender, race and social position in the society, reinforcing stigmas and their different impacts on social relations. This paper contributes to the debate on the need to formulate different approaches to the specific needs and demands of populations or social classification categories regarding drug public policy. [ABSTRACT FROM AUTHOR]