The government is always using scare tactics against the people saying we need to be protected. There's super bad people out there and they can't find them without seeing all our private data. What if we started telling people how bad it really would be without encryption?
Without encryption, your own neighbors would be able to see your emails as you transmit them, your banking details, etc. Anyone at the coffee shop could get this information from you. The government will be spying on you without your knowledge all the time. They'll know about everything you buy online, every web site you visit. Criminals will sit on the street outside of your home and watch your WiFi traffic to find things to blackmail you with.
Those are extreme's of course but there's probably lots of things we can think of to get the word out. Maybe even spin it to tell people how strong encryption is helping protect them every day. We just have to use examples they'll understand. Things like, "Your bank uses strong encryption to protect your bank information but Jeb Bush wants the government to see what your doing".