Oh can I understand! I work in an operating room where there is a huge amount of packaging both plastic & paper. When I first started working there everyone was throwing all of it away which was driving me crazy.
I started out with small things and as time went by worked my way up until after my cases I will sometimes have a large bag of recyclables to bring out. As one of my most hard to convince colleagues teases "saving the world one plastic bottle at a time" to which I say yes indeed & proud of it!
The best part of it is that even though it took a while most everyone has started to save recyclables now. Although I still unabashedly pull things out of the trash (as long as they're clean that is, considering where I work) when I see someone throw a recyclable in.
Stick with it, lead by example & be proud of your effort. They'll catch on eventually & if not there is always trash picking
Now I just need to get everyone to turn off the lights & radios at the end of the day.....