During 1990s and early 2000, Young people's  reproductive health  was hardly reflected  in National Health policies. The Reproductive and Child Health programmes were not specifically designed to address young people. Advocacy as a  strategy aimed at influencing key decision and policy-makers  for bringing about  policy changes that would provide a clear mandate for addressing young people's sexual and reproductive health. Later (2006 onwards) when these policy changes became visible in the NRHM and NACP III, advocacy efforts  focused towards translating policy directives into action at grassroots level.

Key constituencies for advocacy (parliamentarians, media, district functionaries, young people and Panchayati Raj institution members)  were identified. In order to exchange ideas and strategies and form a joint force, dialogue between constituencies was initiated and networking with other organizations was strengthened. The SRIJAN Network carried out the advocacy initiatives at state and district levels. Core issues of Prevention of Early Marriage and Early Pregnancy, Youth and HIV, Sexuality Education, Adverse sex ratio, Sexuality education (or Adolescence Education) and Youth Friendly Health Services  were taken up for advocacy.

A range of tools were developed to facilitate advocacy.
Advocacy kit was developed that provided young people specific data  on identified themes and elaborated on the roles and responsibilities of the concerned stakeholder/s.

‘Pratibimb’, a visual correlate, was designed to boost the communiqué.

Advocacy handbook was developed as a capacity building tool that detailed out key concepts, advocacy mechanism; problem analysis; stakeholder identification and analysis matrices.

Attractive posters with key messages were designed, printed and displayed at strategic locations within the intervention sites/areas.