This article analyzes the advocacy efforts of civil societal actors in Uruguay who have sought to promote the rights of children. I discuss the strategies that members of non-governmental organizations (NGOs) used to achieve a greater presence in debates leading to significant policy changes in the area of child protection. Child advocates achieved relatively high levels of political mobilization and influence throughout the 1990s and early 2000s. The analysis focuses on their multi-year campaign to reform the Children's Code of 1934, which culminated in the adoption of a new Code of Childhood and Adolescence in 2004. I argue that two variables help explain their participation in policy making: effective issue framing and successful alliance building.