How do we 'frame' things? Framing effects reveal a profound truth about human decision-making: the way choices are presented can shape the paths we take, even when the underlying facts remain the same. A medical treatment described as having a “90% survival rate” feels far more hopeful than one framed as a “10% mortality rate,” though both convey identical information. This subtle shift in perspective can influence whether people choose surgery, medication, or preventive action, and, ultimately, their health outcomes. Understanding framing not only deepens our grasp of human psychology but also empowers us to design communication that fosters healthier choices, reduces fear, and builds resilience. By harnessing this knowledge, healthcare providers, policymakers, and communities can present information in ways that encourage hope, clarity, and wellbeing, turning insights from behavioural science into a force for longer, healthier lives. Listen to how you are framing things today. We are all framers.