Clearly, if such a CF rate were to be sustained in a pandemic, H5N1 would present a truly dreadful scenario. A concerted and dedicated effort by the international community to avert a pandemic through combating avian influenza in animals and humans in affected countries needs to be a global priority.

The ability to communicate effectively about risks is emerging as a high priority for local official health agencies. Communities increasingly demand full access to information and decision-making, while at the same time, public trust in traditional institutions is at a very low level. 1 This paper offers an overview of current understanding about how people perceive risk, and continues with a checklist for communicating risk-related information. Readings are available from the author for those wishing more information.

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