As of Fri Nov-11-2005
I think that it will have more direct personal appeal to promote the hero angle (ie. interest will propagate better) but my guess is that the actual empowerment will be greater with the emphasis on how to generate the courage in each person.
We could look at the dynamics of "uncommon heroism" versus "everyday, common heroism" - the former probably won't work as a social force without lots of the latter.