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How do you identify the right moment to advance a critical policy? Or build a coalition of supporters? What is the best way to craft compelling arguments for decisionmakers and deliver them at the most opportune time? The execution of advocacy is frequently afflicted by false-starts or near-misses—either weighted down by too many competing interests or so generalized it is ineffectual. But it doesn’t have to be. The Advance Family Planning (AFP) Advocacy Portfolio provides the tools necessary to design, implement, and capture the results of an evidence-based, locally-driven advocacy strategy. While intended for family planning advocates, the approach can be adapted for use in any sector. This introduction explains why advocating for family planning is important, introduces AFP and our approach, and outlines the purpose of the portfolio.