Myth one is that education will produce changed behaviour.
Apparently information on its own isn’t enough. It needs to be presented in a compelling way so that people get it. It needs to be packaged in a way that our brains take it in. For example saying you have to fill in all the tinny gaps around your windows and doors to stop cold air getting in won’t work. People will just say “Oh, they are too small to matter”. You need to add up all the small holes and say “you have a hole the size of a basket ball in your wall. You need to fill it in”.
The gospel is in one sense information. But it’s not just a matter of educating people. It needs to be presented in a compelling way that hits home.