All it takes to change society is to show children and teens that technology can do cool things. And is that not the point of FIRST?
Just bring a full-size FRC robot to an elementary school and drive it around and do something like score a tetra or shoot a ball, and watch the children. They will be as amazed - both the boys and the girls. Then, give them a Vex robot to drive around for a little bit after they see the FRC robot and to them it is like Christmas. All you will hear is "Can I keep this?", "This is cool!", "I wish I had one of these!", "Look at what mine can do!".
And just after you do that, have a FIRST LEGO League signup form. If you can get young children thinking technology is cool early on in life, they will continue to hold onto that viewpoint for the rest of their lives.
