PART I: REFLECTIONS ON ADVOCACY; Advocacy: Its Many Faces and a Common Understanding-- Social Justice Advocacy: Creating a Value-Based Definition / Advocacy in Action; Lessons from Social Movement Advocacy; Lesson 1: Drawing from One's Own Sources of Power Creates Change; Lesson 2: People Must Be Prepared to Face Immediate Threats and Risks That Come from Social Change; Lesson 3: People-Centered Advocacy Has a Powerful Result; Lesson 4: Advocates Must Understand the Cycles of Change to Find Points of Intervention; Lesson 5: To Build Public Support, Advocates Must Engage in Public Argument; Lesson 6: Free Spaces are Critical for Engaging in Public Argument and Building Public Judgment; Lesson 7: Advocates Must Engage Policy-Making Systems; Lesson 8: Stories Provide a Tremendous Source of Power -- to Both the Narrator and Those Listening; Lesson 9: Innovation Is Born in Innovative, Learning Organizations; Lesson 10: Effective Leadership Is a Critical Part of Strengthening Movements for the Long Term; Lesson 11: Effective Social Movements Are Built by Well-Rounded Teams of Storytellers, Organizers, and "Experts" alike; Lesson 12: It Is Easier to Destroy a Movement Than to Build One; Advocacy in the 21st Century:; Political Liberalization and Democratization; Economic Liberalization and Globalization; PART II: ADVOCACY SKILLS; Social Justice Advocacy: Key Concepts; Strategy Development:; Section One: Objectives: What Do We Want?; Section Two: Audiences: Who Has the Power to Make It Happen?; Section Three: Diagnosis: What Is Possible?; Section Four: Action Planning: How Do We Get Started?; Section Five: Evaluation: How Do We Know Our Plan Is Working?; Section Six: Collaboration: Who Will We Work With? How?; Section Seven: Information and Research; Section Eight: Message Development: What Does Each Audience Need to Hear?; Section Nine: Message Delivery; Section Ten: Message Delivery -- Mass Media; Conclusion to Part II; PART III: ADVOCACY CASE STUDIES; Introduction; Senegal: The APROFES Struggle to End Violence Against Women -- Coudou Bop; United States: Black Farmers' Rights and the Struggle for Land -- John Zippert, Gabrielle Watson; Guatemala: Bringing Human Rights to Bear on the Culture of Impunity -- Gabrielle Watson; Cambodia: Revising the Land Law -- Srey Chanthy, Gabrielle Watson; Ecuador: The Campaign Against Texaco Oil -- Tamara L. Jezic; International Financial Institutions: The Campaign for Debt Relief -- Andrew Bauck; Comparative Lessons from Social Justice Advocacy Case Studies; PART IV: ADVOCACY RESOURCE DIRECTORY