Is there any way to reduce the noise from upstairs in a new house?

Im working on a house in the early stages of development. There will be timber joists and not concrete floors. Is there anything to put on the joists under the plywood to remove the sound of people walking etc upstairs? I know i wont make it completely soundproof but a reduction would be good. Perhaps a strip of rubber on top of the joists or something. Any suggestions?