When I lived in dorms our campus tried to get us to "go green" so we can "save the environment" which is complete bullshit. I have no problem with saving energy and being clean, but I hate how my campus just won't come out and say that it's only doing it to save money. Lower my tuition and maybe I would save energy.
The message is important, they need to get the word out. Would you rather they make paper flyers and kill all the trees? If the Disney Channel is their most popular form of media, it makes sense to use it to get people to listen.