I talk a lot about the importance of empathy when teaching, and there are many reasons for empathy when designing and delivering your security awareness campaign or security culture program.
But this comic from The Oatmeal probably sums it up best.
Nope, it’s not about security or awareness or culture. It’s about how we, as people, can find it difficult to accept new information and why sometimes, new information triggers very strong emotional responses.
Can you identify the reactions you have had from the people you reach with your programmes? I can.
The following is long. It’s worth it. Sit back, and scroll. You will be changed.
http://theoatmeal.com/comics/believe_clean [SFW version]