Our intuition is that if we have something important to convey, others will want to know it. This instinct is wrong. In particular, if the information is tied to a bleak message, many will actively avoid it—as was the case with preflight safety briefings. Reframe your message so that the information you provide will induce positive feelings (as the airlines did), highlight the informational gap you are filling, and show how the knowledge can be used for the better.
