Most people have.
Most people don't. It's not that you don't care about the theft of a car, it is just that you have grown so accustomed to the sound of a car alarm that you no longer respond to the noise it makes. The youth market of today is much like the crowded parking lot, and traditional brand building initiatives are like the car alarm. The noise is loud and all around, but kids are just not listening to it. Kids in the marketplace today are most influenced by what other kids say and do.