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.