Community members usually place high value on curative services. Awareness of the availability of a new and convenient source of treatment for childhood illness, the community health worker (CHW), generates demand for iCCM. However, increasing caregivers’ knowledge of a CHW’s role in iCCM is insufficient to ensure that demand and subsequent use contribute to the goal of improved child health. Communication channels, such as radio, can be used to create awareness, but person-to-person contact through the interaction of community members with CHWs, community leaders, and facility-based staff is likely to be the most sustainable. Key family practices – timely care-seeking and effective home management of sick children – are also essential. Together, these actions help caregivers to more rationally demand iCCM services, prevent CHWs from becoming overloaded, and foster effective and efficient use of iCCM treatments. High demand for iCCM services and related household behaviors can have a direct influence on impact and community support for iCCM and therefore the will to sustain activities.