How to help the non-technical people understand privacy?

I've been enjoying some internal "soft skills" training with my European counterparts this week in Prague - it's an amazing place - well worth a visit.

BTW: I took the following picture after climbing 287 steps in the Cathedral!

We've had many interesting discussions about all aspects of being more effective in our work with breadth audiences. One area that many of us found frustrating is HOW to reach those people who just don't care about privacy & security. Be they technical or not. Showing people what can happen if "it goes horribly wrong" can be thought provoking but can also cause unnecessary fear too.

How do you explain to your friends, family and those you work with that by taking simple steps they can protect themselves?