Every rider knows the feeling: a close call, a near miss, a glance over the shoulder that turns into a moment of fear.
And every driver knows the shock of seeing someone appear suddenly in a blind spot.
And every driver knows the shock of seeing someone appear suddenly in a blind spot.
It Starts With Me is a national road safety campaign by Amy’s Foundation — built on a simple truth: when we each take responsibility for how we share the road, everyone gets home safer.
Whether you’re on two wheels or four, this campaign is a call to action:
Let’s stop pointing fingers. Let’s start changing habits.
Let’s stop pointing fingers. Let’s start changing habits.
Watch the campaign video
Drivers. Tradies. Mums. P‑platers. Cyclists.
One road. Shared responsibility.
In this video, a range of everyday Australians speak openly about how they each play a part in keeping others safe — including a cyclist who chooses to follow the rules, not just for themself, but to set an example for others.
Why this campaign matters for all of us
Last week, 16 people were killed on Queensland roads alone. One was 79-year-old cyclist Barbara Poen, hit by a car towing a boat. Too often, cyclists pay the highest price when things go wrong.
And too often, the conversation turns into blame. That’s why this campaign doesn’t just ask drivers to slow down, give space, or check their blind spots.
It also asks cyclists to ride respectfully, predictably, and legally - because change only happens when everyone is part of it.
And too often, the conversation turns into blame. That’s why this campaign doesn’t just ask drivers to slow down, give space, or check their blind spots.
It also asks cyclists to ride respectfully, predictably, and legally - because change only happens when everyone is part of it.
this isn't about sides, it's about shared roads
Amy’s Foundation is not pro-cyclist or anti-driver. We’re anti-harm and pro-safety.
We believe in better behaviour from all road users - and we know cyclists can lead by example.
We believe in better behaviour from all road users - and we know cyclists can lead by example.
So whether you ride daily, commute occasionally, or simply care about making the roads better - this campaign is for you.
It Starts With Me isn’t just a campaign. It’s a commitment.
It Starts With Me isn’t just a campaign. It’s a commitment.
