i agree. its not awareness...i remember pushing another similar challenge from Microsoft, "Imagine Cup 2009" at Multimedia University. It got a serious mute response...i think our students from primary school are drilled to focus on and pass exams....anything that has little or no impact on their exam tends to be neglected. 

We seem to have failed to cultivate a culture of intellectual "activism" in our education system. When I was growing up we used to have something called "science-congress" where all high-schools would compete from district, provincial and finally national level to show-case their innovations. Not quite sure if this still happens..