Different motivations to encourage reuse of mobile phones

Jan Chipchase just posted a note and a picture on giving mobile phones a second life, and immediately I connected it to the plastic bag giveaway from 'cellphones for soldiers' I found inside the amazon.com box the last time I order a book.

It is basically a 'cellphone recycling program' and its mission is to 'help our troops call home' by sending mobile phones to wherever US troops are (Iraq, Afghanistan, Iran?).

Unlike the examples given by Jan ( Collective Good and Greenphone ) which are appealing at people sensitivity to climate threats, 'Cellphones for Soldiers' is appealing to US patriotic sentiment and solidarity with the soldiers who are so far away from their beloved mothers and motherland.

What other non-ecology related motivations would mobilize people to contribute to use less resources globally?