Human beings are not wired to prepare for low-frequency, high-impact events. If something has not happened recently, we assume it will not happen at all.

This disconnect between risk perception and reality explains why many people underprepare for disasters. Familiar risks feel manageable. Unfamiliar risks feel distant.

Public health preparedness must account for this reality. Education alone is not enough. Messaging must be relevant, relatable, and actionable.

Preparedness improves when people understand not just what to do, but why it matters to their daily lives.

Risk communication is preparedness.

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