“1 in 2 of us will get cancer in our lifetime”: Here’s why it’s not a flip of the coin…

“1 in 2 of us will get cancer in our lifetime” – a statistic we’ve all heard numerous times. This soundbite occurs in isolation, without context or explanation. Does this lead us to assume that there’s a 50% chance of each and every one of us getting cancer? That it’s a flip of the coin as to whether that dreaded fate is ours? How does it make us feel? I would expect that for the majority of people this elicits a degree of fear – a well-known tactic to manipulate people to take the action being suggested and “Donate Now”. But would people fear this statistic less if they were given more information? Instead of feeling powerless to the outcome of that dreaded coin flip, would they feel empowered to direct their fate towards one of health and vitality? My guess would be, probably.