|Dr Freeman will speak about her own journey as a risk communicator, driven by a mission to inform, not persuade. Communicating risk has been a vital activity in the last two years – in some cases a genuinely life or death activity. People have been bombarded by numbers – of infections, deaths and vaccinations – and have tried hard to understand them. Despite real efforts to improve these communications, by designing and testing different ways of visualising the data, giving people scientific reasons for advice and being transparent about uncertainties (and difficult points, like the side-effects of vaccines) has still proven to be extremely challenging. Seeking ways to express the quality of evidence underlying the numbers also raises another obstacle to communicate the risks, which helps people develop their own understanding of likelihood and impact, based on statistical evidence, but framed within their own personal context. Drawing on 25 years of experience as a communicator, Dr Freeman will explain what has been learned about this interplay between statistical evidence and personal context and what the future challenges are. She will draw on an ongoing project focusing on the communication of earthquake forecasts, which are particularly difficult to get across, given their low probabilities and high uncertainties.