The adoption of SOGI policies depends on the strategies activists choose to support or oppose them. Nevertheless, the conditions that explain why some strategies are prioritised over others are not evident. In Peru, the 2013 debate over civil unions prompted a strategic shift in which the conservative wing started to benefit from intensive street mobilisation strategies. Why did this change occur? We argue that a deeply divided electoral competition and the decay of the Catholic Church's moral authority favoured this outcome. This article analyses the trajectory of these strategies over time to identify the conditions that contributed to the shift.