How do you engage people to train them in an important (but boring) topic?

How do you engage a group of people in an extremely important topic that they’ve heard a million times and think of as just plain dull? Virgin airlines in America have come up with this novel approach to making the topic of air travel safety engaging, fun, entertaining, and informative (Virgin Australia have done a similar thing here with some CGI animation but I have to say that it’s not nearly as engaging…quite dull and annoying in fact, which kind of defeats the point of it). Cheers, Sam