Governments and change agents have assumed that people spontaneously would come forward and take part in development activities. But people have not come forward. It is now time that they be asked. Therefore, any project, program, or proposal involving a behavioral change should build in a mobilization strategy and resources for monitoring activities. Educational programs must not only teach people how to read and write; they must provide reading materials and reasons for using the skills of reading and writing. If a complete support system with real and understood incentives and rewards is not provided, people will soon lapse back into illiteracy and the change will have been unproductive. Active participation is necessary to make development efforts, whether political, economic, cultural or social, effective. Since social change is a collective process in the traditional societies, survival of core values cannot be threatened by proposed changes. Although government policy is the main instrument of mobilization and organizational structure the most important channel for effective mobilization, there is need for additional supportive activities by the mass media (radio, in particular). More thought must be given to the communication process and the role of the local community and its leaders if the individual's attitude toward change is to be altered. (NEC)