Personally, I'm not apathetic at all. I'm very enthusiastic about the university, and about uni life in general, and I get involved in as much as I can. I really care about the university and the way it's run, and I make the most of it.
However, I also know people who don't care at all other than turning up to lessons. There's a definite distinct group of students at UCLan (albeit a fairly large group) who get involved with everything (I'm one of them) and will be there WHATEVER you're doing. If I get asked to do something for the university, I could easily win money betting on the people I'd see there.
I think the only way to discourage apathy is to encourage interest. When I started at UCLan two years ago, I was one of VERY few people in my year (there's probably two or three of us) who took a real interest in everything. However, I've spent a lot of time here on TSR and on other student websites, offering advice etc. to new students, and I've been told by a few that started in September that their enthusiasm for the university started from seeing how enthusiastic I was about the place. One person can influence many others, whether intentional or not.