Road safety is a shared responsibility – a principle at the heart of the Bega Valley Shire Council’s recent partnership with the SARAH Group, a national road safety advocacy organisation.
Through bold initiatives, strategic collaboration, and a unified message to the community, the Bega Valley Shire Council is taking significant steps to promote safer driving, protect roadside workers, and work towards the goal of zero fatalities and serious injuries on local roads.
In November 2023, Council established the dedicated position of Road Safety Officer (RSO), funded jointly by Transport for NSW and Bega Valley Shire Council under the Local Government Road Safety Program.
Mandy McCloud, the Council’s inaugural RSO, quickly identified an opportunity to bolster local road safety through the resources and inspiration provided by the SARAH Group – Safer Australian Roads and Highways.
Having commenced her role, McCloud received a set of gold ribbon stickers from Transport for NSW.
“Curious about their significance, I did some research and discovered their connection to the SARAH Group and the story of Sarah Frazer, who tragically lost her life on the Hume Highway in 2012,” she said.
Sarah’s death led her father, Peter Frazer, to start the not-for-profit SARAH Group, which now drives a national campaign for safer roads and heightened awareness among all road users.
“Learning about Sarah’s story really resonated with me, and I saw an opportunity for Council to help raise awareness and promote safer driving behaviours,” McCloud said.
Turning awareness into action
The partnership led to a practical and highly visible outcome: the application of reflective SARAH Group gold ribbon stickers on Council’s waste and recycling fleet – trucks that traverse the shire daily in all weather and lighting conditions.
These stickers, far from being simple bumper adornments, are eye-catching symbols designed to spark curiosity and conversation throughout the community.
Tim Cook, Council’s Waste Strategy Coordinator, has overseen this process in his role managing the kerbside collection contract.
“Our collaboration with Transport for NSW and Cleanaway allowed us to highlight SARAH’s message with a media and education campaign,” Cook explained.
“The reflective stickers make our already-visible trucks impossible to miss, especially during early morning hours or at night.”
But it’s not just about trucks.
“Ultimately, we would like to see the stickers displayed across all Council vehicles,” McCloud said, “as a visible and ongoing reminder of our commitment to road safety.”
Why it matters
The need for improved road safety is made tragically evident by the far-reaching impacts of traffic crashes on regional communities.
In the Bega Valley, as across Australia, many people have been affected by road trauma, either directly or indirectly.
“One of the main aims of this partnership is to spark conversations,” McCloud said.
“When people see the ribbon stickers, we hope they’ll ask what they mean and learn about the importance of roadside safety. Even small actions – slowing down, moving over for roadside workers, or staying alert – can save lives.”
Council’s aim is not only to reduce crashes but also to create a culture of vigilance and compassion on local roads. The SARAH Group’s national reach and grassroots support make it a powerful ally in achieving these objectives.
Beyond the ribbon: A broader road safety agenda
Council’s work with SARAH Group forms part of a larger suite of road safety initiatives designed to support and educate the region’s diverse road users. These include:
- Caravan Weigh Day: Helping travellers ensure their vehicles are safely loaded before heading onto busy highways.
- Community and workplace safety campaigns: Ongoing programs tackling mobile phone use, impaired driving, senior driver safety, and participation in national road safety weeks.
- Learner driver workshops: Helping parents and supervisors foster better habits for new drivers, delivered in partnership with Eurobodalla Shire Council.
- Safety around schools and playgrounds: Installing new signage and running public education inspired by the Little Blue Dinosaur Foundation to protect children in high-traffic areas.
- Plan B – Win a Swag Campaign: Encouraging revellers to plan ahead and avoid driving under the influence.
- Survive the Ride workshops: Promoting motorcycle safety and group riding awareness.
- Pop-Up Pedal Park: Teaching children vital riding and road safety skills in a fun, practical setting.
“Together, these initiatives aim to promote safer driving, riding and walking behaviours across the Bega Valley and contribute to the shared vision of ‘Towards Zero’ – zero deaths or serious injuries on our roads,” McCloud said.
A model for local government
Bega Valley Shire Council’s partnership with SARAH Group reflects what is possible when local governments combine on-the-ground experience with the resources and reach of specialist advocacy groups.
The reflective ribbon campaign, in combination with year-round community programs, demonstrates the impact that local government can have on the safety and wellbeing of its residents.
The message is clear: Every action counts – and through continued innovation, cooperation, and community engagement, Councils like Bega Valley are making a lasting contribution to safer Australian roads.
