Are networks being counterproductive in their efforts to slip us messages through TV? (I'll explain inside)

I caught something on TV some time ago about networks trying to subliminally get us to do things like go green by casually slipping it into a script. The only example I remember from the show is Dwight Schrute on The Office celebrating Earth Day as Recyclops. The idea is that because Dwight Schrute recycles, we’ll recycle. Because we are sheeple.

Anyway, there was a recent episode where Michael Scott and Dwight went to the dump to try and find something, and the two most visible items in their dump set were paper and cardboard.

So, isn’t that counterproductive to the recycling message? Especially when it involves the very same character promoting the recycling?