The inverse can also sometimes work. If you're a newsworthy public figure (say, the President of the USA), you get away with violating the rules, shilling your product, etc: https://www.quora.com/Whats-it-like-to-play-basketball-with-...
I'm not sure that a plug/PSA about a government program really counts as "shilling your product", we're talking about a program that was enacted by the congress and signed into law by the president, at a minimum it's totally distinct from plugging a product that you own or profit from.