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Advocacy and outreach are essential tools for creating and sustaining successful libraries, and in increasingly resource-strapped environments it is vital for libraries and librarians to effectively communicate our value. Advocacy is a process of identifying and shaping narratives that matter (and make sense) to our user communities, while outreach helps these ideas connect with stakeholders. When we “reframe” our outreach and advocacy narratives we acknowledge that libraries are dynamic, but that our core values of justice, access, and an informed and supported user population remain constant. Making this case can provide the foundation for creative advocacy strategies that help us build strong and lasting institutions.