The development, publication, and distribution of the "Standards for the 21st-Century Learner" once again demonstrate the vision of the American Association of School Librarians (AASL) in pointing the way with new literacies (textual, media, digital, technology) for students. These standards include critical self-assessment strategies that will enable students to be successful in their future endeavors. The standards also provide a framework to enable the schools to become more relevant in a world that is evolving and mutating at unprecedented speed. In this article, the author shares his perspective on advocacy, and stresses that library media specialists are key stakeholders and activists who must move forward AASL's National Implementation Plan, Learning4Life@your library[R] (L4L). He argues that absent their activism, the vision espoused by AASL will not reach its true and welcomed fruition, and the role of library media specialists will not reach its true potential.