Following is from a year-end email sent out yesterday from an ALS not-for-profit:
The "90 minutes" concept is based on an assumed 5840 new ALS diagnoses (and funerals) in the United States annually.
The United States contains only 4.5% of the world's population.
Did people who read that email understand that every 90 minutes someone in the U.S. plus 22 other people are being slapped with a motor neuron disease diagnosis? Perhaps more accurate and compelling messages might be:
ALS is a large global problem. Americans are not the only someones. Is our vision a world without ALS or just 4.5% of the world without ALS?
We're not doing ourselves any favors by underestimating and understating the problem.