This document discusses how government social marketing campaigns can learn from commercial marketing practices. It recommends (1) talking directly to the target audience to understand their needs and perspectives, (2) making specific offers to appeal to their self-interest rather than just promoting "health", and (3) being willing to change or improve offers based on audience feedback rather than forcing compliance through legislation. The document advocates applying marketing frameworks like targeting different audience segments and building trust and commitment through reciprocal relationships rather than "cheating" by enforcing compliance.

1. Dr Stephen Dann Senior Lecturer Marketing Management and International Business The Australian National University

8. Commercial Marketing Thinking for Government Marketing

13. Adding commercial marketing thinking to Social Marketing

15. Using Commercial Marketing for Social Marketing Targeting consumers’ progress towards adopting a desired behaviour

19. Relationship Marketing

24. Using Commercial Marketing for Social Marketing Interpreting consumer research to create new opportunities (and challenges)

31. Summary

34. The iPod Social Change approach means overnight success after decades of missing the mark.