A qualitative study used a grounded theory methodology to explore the strategies that 16 school counselors who self-identified as social justice agents used to advocate for systemic change within their school communities. Findings included seven overarching themes: (a) using political savvy to navigate power structures, (b) consciousness raising, (c) initiating difficult dialogues, (d) building intentional relationships, (e) teaching students self-advocacy skills, (f) using data for marketing, and (g) educating others about the school counselor role of advocate. (Contains 1 figure.)