"The Fun Theory" is an ingenuous initiative by Volkswagen:
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.
Go see how they get people to recycle and throw away their rubbish. Go here to submit your idea for a cash prize.