So we as a society need to encourage folks to get off their lazy "tookis-lingus" (shout out to Brian Buege!) and become a well-oiled team machine. This is not only regarding picking up roadside rubbish, but things we, as individuals need to come together on. Issues such as alternative energy - we definitely need to unite to find a source of usable energy to replace fuel sources without the undesired consequences, if you don't agree with that, I think you're crazy.) and recycling (more available recycling facilities would be nice and one way to obtain those is to join forces but it takes effort, god forbid.), volunteering at pet shelter - those dogs need a good walkin', or just becoming a more successful and motivated person in general. Who likes failures?
We need to start clearly articulating what needs to be accomplished and why (getting people to accomplish things is not that they are unmotivated, it is that they are uninformed), involve people in finding the solutions (people are more motivated to succeed at something if they personally choose to attempt it), link folks personal goals with the general goals and move the negative people off the team because who wants to be around a bummer cloud?
"We cannot live only for ourselves. A thousand fibers connect us with our fellow-men; and along those fibers, as sympathetic threads, our actions run as causes, and they come back to us as effects." - Herman Melville
The willingness is up to you.