Effective epidemiology education: Integrating facts and frames

There is a strong connection between wellbeing and sustainability. Human impacts on the natural world, such as climate change, air pollution and water pollution, are greatly increasing health risks among human populations. Unfortunately, a host of factors make it difficult for many Americans to comprehend this danger, or take action to protect their communities. Simply communicating the facts to them, without taking into account the ways that values, messengers, tone and context affect the way people process information, is a recipe for failure. The California Academy of Sciences, as well as other cultural institutions across the country, are working to correct this through evidenced-based engagement strategies, such as framing.