The author concentrates on an essential element of advocacy practice - that of the 'likelihood of costliness' to the person providing advocacy support. In fact, 'costliness' is a central measure of effectiveness and quality of advocacy effort. This is because 'advocacy' is about challenging the power relationships within, and the 'taken for granted' of, society. People risk backlash and retribution for this kind of action. The author then goes on to look at the internal dynamics of 'costliness' and to link it with other elements of advocacy. Keyword: Advocacy