It's propaganda. The correct solution is for the state to tax the externalities and let the free market solve the problem, instead of hoping people will solve it out of ethical duty. "Reduce, reuse, and recycle" instead of taxing waste is just giving the sociopaths/psychopaths yet another advantage. With correctly priced externalities there would be no need for such slogans, because it would be in everybody's best interest to do the right thing.