I think that testing is seen as a low-status occupation in most organizations, and that since university professors can publish papers about buggy code, there is no real pressure on them to do testing, so they don't teach it, and their students don't pick it up by example. I think we really need to examine the goal of this project. However, my experience at the national labs and elsewhere is that people are a lot more likely to listen to you talk about working practices when your lectures are phrased in terms of specific tools.
Programmers are techno-centric, and suspicious of anything that smells like a management fad.