The effectiveness of advocacy has been well documented and its use established as a common practice in furthering sound public health policy and practices. Efforts are underway to explain how advocacy has supported, shaped and influenced public policy concerning -- and the growth and development of -- comprehensive cancer control initiatives. The objective of this paper is to assess the history, current role and future of advocacy as a means of articulating the value of, and furthering, comprehensive cancer control practices. Comprehensive cancer control is approaching a critical moment in its development, and a unified approach is necessary to achieve common goals. A call to action for supporting and contributing to the success of a comprehensive approach to cancer control is more important today than it was 11 years ago. Advocacy is an essential strategy in that call to action.