I don't know what you're doing, but I generally side with the folks who just say not to talk about it.

I get into awkward situations when someone comes by and says "do you have a knife?", or "is there a pair of pliers around?".

This seems ridiculous (and I've mentioned it here before), but I find people react noticably better when I refer to it as an "emergency kit" rather than a "survival kit". Silly, and just semantics, but survivalism has been demonized to the extent that people react that way. In explaining an "emergency" kit I can just mention that I've gone through long power outages, or been stranded with a broken-down vehicle, both true.