Advocacy is about change, and change is inevitably contested. But how should advocates and funders approach advocacy when the change being proposed is particularly sensitive? This paper shares learning from evaluation and research about the conditions that advocates need to consider in cases where there is elevated sensitivity to the proposed changes. The paper starts with a discussion about advocacy implications when the proposed changes are highly contested. It follows with six lessons about conducting and supporting advocacy under these conditions. Finally, we conclude with a summary table of lessons for advocates and funders of advocacy.