This Chinese propaganda poster urges citizens to "Push patriotic sanitation work to new heights".
Effective propaganda usually combines references to a higher cause or abstraction with a call to duty. For example, this propaganda poster for the US "liberation" of Puerto Rico represents the US military as "The Goddess of Liberty".
When propaganda is used to effect a military victory, it often falls into the category of "psych-ops", or psychological operations designed to exploit religious or cultural vulnerabilites in the service of war. Fear is the necessary condition for psychops. (On that note, John Elliston provides an unabashedly excellent account of psychops and the harnessing of local superstitions during the Vietnam War.)
But surely humans aren't stupid? They know a rational fear when they see one, right? Perhaps. But the right images and associations can enlarge a fear rather than encourage a man to reconsider it. For example, the thief/warrior motif in this anti-tuberculosis poster taps subconscious moral dichotomies, while this anti-STD poster enlists masculine distrust of women. And this poster, courtesy of the US Army's Social Hygiene division, uses the fear of STD's to influence impressionable young officers.
Contemporary public health propaganda seems even less subtle than its pre-1950's variety. From the worst-case scenario dangers of glue-sniffing to Brooke Shield's appeal to vanity, all of your worst fears are realized. Is it ridiculous to suggest that the Chinese public health propaganda seems less violent and less aggressive?
Rather than interpret this as an endorsement of Chinese communism, those inclined to critical thinking can explore right here for a brief backgrounder on what distinguishes propaganda from just plan poor taste.