Abstract
A case is made for bringing behaviaural concerns onto a par with epidemiological, economic, and clinical considerations in nutrition programming. Several successful programme examples demonstrate the key role that family behaviour plays in nutrition-status outcome and how modifications in family practices can result in improved nutrition status. The approach used to discover and address behavioural concerns in these programmes was social marketing. The paper describes how social marketing goes beyond communications activities into the design and implementation of all programme components where actions are needed to facilitate beneficial practices. By ensuring that the voice of the client is heard in programme decisions, social marketing assists in bringing programmes closer to community needs and thus enhances the potential for success. A list of recommendations is included for putting a behaviour-change focus into nutrition planning.