Will this session ("Influencing the Product Roadmap") apply to "products" that are not revenue-generating, i.e. a public education campaign to raise awareness?

Sure, why not?

Whether you’re selling a physical product, a service, or an idea, you’re in the business of influencing your “customers” to “buy” into your “products.” Admittedly, public education campaigns lie outside my own expertise, but the concepts of understanding customer needs, dealing with competing “solutions” (perhaps ideas, in this case), and gathering feedback about what messaging and solutions are compelling are translatable.

In the public domain, you can use surveys and focus groups to gather feedback, along with other quantitative and qualitative efforts. These should inform not only the right “solutions,” but also the messaging that will resonate to drive action or behavioral changes.