Raising security awareness: what does security have to shout about? And how does it do that?

We have heard a lot about the need for security to raise awareness, both within organisations, and also amongst society generally. For too long security has too often operated under the radar; and been proud to do so. Yet it can be argued this fact alone has led to some of its most salient difficulties, namely, that it is under appreciated (by a variety of stakeholders), and is wrongly perceived as being a less than able performer. But are these true? How can the image be improved? What does ...