Pretty much everyone I know can doodle a set of features that are recognizably a schematic of a human face; they can even doodle a variety of sets of features that are recognizably different schematics of different expressions.
A great many people can reliably produce two-dimensional representations that are not just schematics but recognizable as individual human faces in specific contexts.
Even I, with relatively little training or talent, can do this tolerably well.
By contrast, I don't know many people who can reliably capture representations of human values.
That certainly seems to me evidence that human values are harder to transmit than features resembling human faces.
Safety features represent the human value of not getting hurt. Car air bags represent the desire not to die in motor vehicle accidents. Planing down wood represents the desire not to get splinters. Fixing the floorboards helps with not falling down. It seems as though artefacts that encode human values are commonplace and fairly easy to create.
Here is another example of an outsider perspective on risks from AI. I think such examples can serve as a way to fathom the inferential distance between the SIAI and its target audience as to consequently fine tune their material and general approach.
via sentientdevelopments.com
This shows again that people are generally aware of potential risks but either do not take them seriously or don't see why risks from AI are the rule rather than an exception. So rather than making people aware that there are risks you have to tell them what are the risks.