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This qualitative study explores how rural school counselors support the success and development of marginalized students through the lens of equity. Grounded in the American Counseling Association (ACA) Advocacy Competencies, the research highlights the critical role school counselors play in addressing systemic barriers and expanding access to career resources for historically underserved populations. Using Interpretative Phenomenological Analysis (IPA), data were collected through interviews with school counselors working in rural U.S. districts. Findings revealed core themes that reflect school counselors’ efforts to empower students, identify career resources, collaborate with families and communities, and navigate systemic challenges within school environments. These findings offer implications for counselor training, policy development, and future research aimed at promoting career equity in underserved communities.