South Africa has one of the most established family medicine disciplines in the region, with well over 1000 people on the register. Nevertheless, by international standards, the number of family physicians per 10 000 population is low and there is still a need to advocate for the contribution of family physicians to the health system. The speciality of family medicine was promulgated in 2007 after many years of advocacy. Advocacy has continued with a focus on human resources for health policy and deployment of family physicians in district health services. In the private sector, there is also advocacy for the scope of practice and proper remuneration of family physicians. This short report reflects on the lessons learnt in terms of seven key principles for advocacy with government: understand the issue, identify the right audience, build relationships, use evidence and data, craft a clear message, engage the public, and use the media.