The vision framework for FP2030 sets out five key focus areas. The focus area to “Transform Social and Gender Norms” articulates the success statement by 2030 as “A woman or adolescent girl’s decision to use modern contraception is supported and accepted.” While investment in strong health systems and supply chains is needed, increased prioritization of, and investment in, social and behavior change (SBC) is a critical strategy to transform social and gender norms, as well as achieve broader family planning goals.