The presentation examines the challenge of advocacy for developmentally disabled people and their family members, and stresses the importance of a grass-roots basis for advocacy; it also describes the author's experiences as executive director of the Young Adult Institute, which operates community-based programs for mentally retarded and developmentally disabled clients. It is suggested that administrators' job responsibilities should include advocacy for a continuum of services and flexible, meaningful programs, and it is noted that advocacy involves changing attitudes as well as providing for services. The need for greater advocacy in four areas is described (sample recommended techniques in parentheses): (1) transforming public opinions and attitudes (using the mass media effectively); (2) facilitating dignified employment opportunities; (3) providing the fruits of technology (making technologies available); and (4) strengthening family support services (pressing for increased federal spending for such home-based services as crisis intervention, family counseling, respite services, and life planning). The paper concludes by noting the importance of advocating for the establishment of programs that offer freedom of choice and for programs and services which are flexible and which offer clients and parents a variety of options. (CL)