The Challenge of Communicating Indoor PM Risk George Gray Department of Environmental and Occupational Health George Washington University Milken Institute School of Public Health
Overview Risk Perception Factors The Challenges for Indoor PM Looking for ideas
Communicating Risk Quantitative Factors How big is the risk? Risk to whom? Qualitative Factors How do people think about the risk? How to people feel about the risk?
Risk Perception Factors Influencing Public Concern Fatal Global Impact Involuntary Uncontrollable Unfair Catastrophic Future Generations Increasing Not Easily Reduced Not Fatal Not Global Impact Voluntary Controllable Fair Individuals Only Current Generation Decreasing Easily Reduced
Risk Perception Factors Influencing Public Concern Observable Known to Exposed Immediate Effect Old Risk Known to Science Not Observable Unknown to Exposed Delayed Effect New Risk Unknown to Science
Risk Perception Factors Influencing Public Concern Man-Made Children at Risk Untrustworthy Institutions Media Focus Identifiable Victims No Benefit to Me Natural Only Adults at Risk Trustworthy Institutions Media Neglect Statistical Victims Benefits Me
Why Will Indoor PM Be Difficult Familiar risk (sources like cooking and candles) Voluntary Benefits me (I like my candles!)
Perception Factors That Might Help Children can be at risk Controllable Some sources already of concern (e.g., ETS, outdoor PM) Public seems to have some awareness
Some Perception Data - Toxicologists 80% say slight, moderate or high risk Source: Slovic et al. (1995) Risk Analysis 15:661-675
Some Perception Data - Public 80% say slight, moderate or high risk Source: Slovic et al. (1995) Risk Analysis 15:661-675
Other Challenges Understanding and communicating magnitude of risk Communicating relative contribution of sources especially indoor vs outdoor Mitigation approaches that require changes in personal behaviors Potential Risk Tradeoffs
Risk Tradeoffs Risk Tradeoffs - mitigation measures with other risks Ventilation and energy use or tight buildings to avoid infiltration Avoidance and decreased activity
Can We Borrow from Similar Situations? Indoor Radon? Some research on perception/communication Different because no benefit Second-hand Smoke? Have seen real changes in behavior over 20 years Similar kids at risk, voluntary Different levels of awareness, concern, dread outcomes
Can We Borrow from Similar Situations? Indoor Pesticide Use Communications about how to minimize risks Similar with voluntary, benefits, kids Different with manmade, not familiar IAQ in the Developing World? Developing evidence of harms from particulate exposure Similar with activities like cooking Different with fuels, levels, mitigation options
Summary Communicating about risks of indoor requires sound information Magnitude of the risks How the public thinks about the risks How the public feels about the risks Information from other situations may provide guidance on what works, and what doesn t, in risk communication
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