I think Marketing/PR is an extremely important component of any organization promoting a novel technology. These tools will serve as a catalyst for 1) raising awareness and 2) educating the public, which in turn could lead to interest and finally adoption, which in turn leads to growth and more adoption.
I believe the organization behind Ethereum does a really great job in regards to this. And it shows, since the price of Ether has reached $10 this week.
One important mention however: good marketing is a continuous process not a one time activity.
And promoting the SAFE Network for downloading illegal/risky/non-free content? I think we can do better than that. Why not associate the project with positive things, showcasing the technical challenges the SAFE Network can solve elegantly, which are not easily solvable by current solutions?
One idea could be implementing a data access system for non-free content, which deals with payments and scalability automatically. Imagine indie directors selling their movies with a simple upload and a share of a link. Music creators could sell their songs instantly, and price could be computed by elegant algorithms embedded into the network, attached to a piece of data, and based on popularity it self-adjusts the price according to some predefined rules. Reimagine Spotify for the SAFE Network, with dynamic payouts, etc.
Another idea could be infinitely scalable CDNs, sharing huge datasets for research projects, etc.