Here is a talk on apathy about things that should be important but most people do not engage in: political parties, elections and leaders.
The speaker argues that the reason behind people's apathy to these is not that people are too selfish or too lazy to care. Instead it is because the world actively discourages engagement. He calls to redefine apathy as due to cultural barriers to engagement, instead of an internal property of people.
For example putting a price on public space discourages messages that cannot generate a profit to the messenger, even though such messages can be important.
Or the stereotype of heroes, as seen on the media, is that they are chosen and predicted to be heroic. Instead heroic effort is voluntary, comes by following your own dreams without invitation and is collective.
Great ideas all around. I particularly enjoyed the comparison between a product commercial and a public engagement announcement.