Just when you despair for humanity (or perhaps the media version of ourselves), someone reminds us of the creative, uplifting, and inspirational potential of media technologies. If you haven't seen it, check out http://thefuntheory.com sponsored by Volkswagen. It's brilliant in its simplicity. The introduction to the site says:
"This site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better. Be it for yourself, for the environment, or for something entirely different, the only thing that matters is that it’s change for the better."
TheFunTheory.com site is even hosting a contest to encourage people to find their own evidence to support the theory that fun is best way to make positive behavioral changes. (You don't have to make a video to qualify, in case you're a positive and creative person with no camera skills.)
Think of it as applied positive psychology. See how they tackle issues like exercise, recycling and littering by making them fun. I guarantee you'll want to take the stairs and recycle your bottles, too.