Achieving and maintaining the goals of the President’s Malaria Initiative (PMI) and of national malaria programs depend on correct and consistent use of insecticide-treated nets (ITNs), acceptance of indoor residual spraying (IRS), and adherence to treatment and prevention therapies. Past malaria control programs have taught us the importance of communication and community participation to attain sustainable shifts in the behaviors of individuals and communities around malaria treatment and prevention. The new resources and myriad new partners available for malaria programs now provide an opportunity to fully address the underlying behaviors related to malaria prevention and treatment in the design and operation of programs.