The United States is highy individualistic. Most advertisers appeal to our indivdual self-interest, as do politicians when trying to “sell” public policy. The idea that we should do something for the greater good is not, somehow, as appealing an appeal.
In light of this, it is interesting to see a counter-example. Chris Uggen posted this image of a sticker he received after he got his flu shot from the University of Minnesota health clinic.
Most of the time we are encouraged to get a flu shot so that we, personally, do not get sick. In this case, we are encouraged to get a flu shot for the good of the greater community. This is a nice example of the way that a collectivist ideology can be used in place of an individualist ideology.