Great idea about the color-coding! I agree the best way to ease someone into emergency prep is to give them something they could also use in a "normal" situation. I strongly recommend at least a keychain LED flashlight, but I think the Leatherman Squirt would also be a good start if the person doesn't have an SAK or similar item.

On the other hand, would guys -- other than habitues of this site and other than students with backpacks -- really be willing to add a flashlight & mini-tool to their keychains, just for the sake of preparedness? (Most women, including myself, normally carry bags that would easily accommodate a keychain that's got a couple of extra items attached.)