Government agencies, foundations, and businesses use public-education and social-marketing campaigns to motivate the US toward having better health through, among other things, healthful-eating habits and active lifestyles. This article presents seven ground rules -- or principles -- that can improve the effectiveness of campaigns aimed at shrinking bulging waistlines. Overweight and obesity have economic implications: they result in increases in medical expenses, in absenteeism, and in health-care costs. Here are seven ground rules to help organizations develop key messages for motivating audiences to respond to their risk for overweight and obesity are: 1. Be attentive. 2. Be personal. 4. Be selective. 4. Be casual. 5. Be active. 6. Be sparing. 7. Be credible. To avert such an outcome, then, there is an urgent need for a national campaign on overweight and obesity that involves both a commitment from and a partnership among government agencies, foundations, and businesses.