Following on from our discussion in the previous chapter about the need to address social determinants with upstream strategies, in this chapter we look more closely at how social marketers can use advocacy to achieve change, and, specifically, how advocacy can be and is being used to address the world’s challenges relating to environmental change. As Margaret Mead is reported to have said: ‘Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it is the only thing that ever has.’ However, Hubert (2000) pragmatically reminds us that most successes by NGOs result from strategic alliances with positive governments or politicians.