A lot of scams have caused the fear of theft among people and they are regarding bitcoin and its trading a scam. People seem to be reluctant towards investing in bitcoins. How do we ensure them that bitcoins are not scam but the people are. 
In general, convincing someone who already has some specific opinion about something is very difficult. And indeed, the large number of ICO projects that turn out to be scam do not help the good image of the crypto world and the BTC.