This guide is a resource for increasing demand for the 13 reproductive, maternal, newborn, and child health (RMNCH) commodities identified as underutilized by the UN Commission on Life-Saving Commodities (UNCoLSC) for Women’s and Children’s Health. This guide provides information and practical tools to help program managers determine how gender norms and roles may limit demand for these commodities, and how to address these norms and roles to ultimately increase the demand for and utilization of these commodities.