This is why computer criminals (identity thieves, data ransomers, etc), particularly extremely sophisticated ones, are probably actually a positive social phenomenon. They are probably the only force which can scare ordinary people into securing their communications.
The key is getting people to see the internet as a hostile environment. The hostile nature of the internet becomes intuitively obvious to anyone who either wants to commit crime (e.g. pirate movies, participate in activism), or who fears the predations of criminals. Personally I prefer the former type, but at this point I'll take what I can get.