Health advocacy organisations could increase their impact by harnessing the energy of committed citizens. Creating people-powered grassroots campaigns helps win changes in health policy. Patients with cancer and chronic conditions are the immediate beneficiaries of the Cancer Council campaign. On average, these patients will be around $1,400 better off each year. But this campaign win has also transformed those community members involved in it. Each of these individuals now knows that they can make a difference as an active citizen.