Frame Numeric Quantities
Simply & Positively
Rather than using percentages, use natural frequencies
When comparing effectiveness or risk, use common denominators
“If 100 women have unprotected sex for a year, 85 of them will
get pregnant, as compared with maybe 0 or 1 out of 100 using an IUD.”
(Rather than saying, "The one year risk for pregnancy when using no contraception is 85%).
“If a person switches from the pill to an implant, their chance of unintended pregnancy is reduced from 9 in 100 to less than 1 in 100.”