Citing “no product, no program,” family planning (FP) interventions have traditionally focused on delivering commodities. But ensuring long-term uptake means addressing behavioral and cultural attitudes and practices regarding FP. While social and behavior change (SBC) plays an essential role—backed by almost 50 years of data—it is often underutilized. In a newly-published commentary in Studies in Family Planning, USAID and Breakthrough ACTION make a clear case and a clarion call for more intentionally integrating and funding proven SBC approaches into FP programs. The data outlined in this commentary serves as a cornerstone for advocacy efforts to help increase SBC in FP programs.