Being visible with gear, offer some open houses, or start making cyanotype murals outside with large groups. You can't make someone who doesn't care want to learn. But if your doing something with a cool camera (4x5 or something) you will get quite the crowd and its a perfect platform for explaining how cool photography is.
I use a couple hooks with kids at a camp I work at. I talk about building images with your bare hands. The good 'ol DIY ethic.
Controlling the camera : pitch goes something like this "Ever get bad photographs? Its because your smarter than that digital camera, you can control a film camera totally and make the images you want.
Displaying prints and demo-ing printing is the biggest hook. There is nothing more magical than seeing a latent image develop. You can talk about 'crafting the light with your bare hands' (aka burning and dodging

) .
To contradict myself, controlling a camera is crazy hard and lots of work. Why not offer a holga class? Talk about how this 20$ plastic camera can make beautiful dreamy images. Its probably the quickest and most painless introduction to photography. Lots of 'meh! lets try it'. Keeping it simple can be a great hook because alot of people are not technically oriented and that is a huge turn off.
Being excited about photography is perhaps the most important skill in getting others to want to try it.