On 15 February 2012, Peter’s daughter Sarah was killed by a truck driver in a completely avoidable crash on the Hume Freeway in New South Wales. Since then, he has dedicated his life to improving road safety in Australia and overseas. In March 2012, Peter founded SARAH (Safer Australian Roads and Highways), colloquially known as SarahGroup. Since then, he has used his more than 40 years’ experience in social justice, policy, research, law enforcement and intelligence, to not only positively influence government, corporate and community road safety advocacy, but legislative and infrastructure reform. He created and remains the driving force behind Australia’s National Road Safety Week, as well as the nation’s road safety symbol, the “Yellow Ribbon”.
Peter is a Board Member of the International Road Victims Partnership, a member of the Global Alliance of NGOs for Road Safety and a former Member of the Advisory Board for FEVR’s World Day of Remembrance for Road Traffic Victims. In addition to the above, Peter is a national Ambassador for Road Safety Educations RYDA (Rotary Youth Driver Awareness) programme.
While he has been in demand to speak at conferences since 2012, his keynote speakership was initiated at the Roads Australia/IRF Sydney Conference on 6 May 2015. Since then, he has presented and keynoted numerous national and international events/conferences, including those sponsored by the World Health Organisation (WHO). Recently, (November 2021), along with Hon Abdulla Shahid, President of the United Nations General Assembly and Ms Zoleka Mandela, Peter spoke at the globally broadcast UN World Day of Remembrance for Road Victims (WHO Geneva Switzerland), while on 28 November 2022, he was the Keynote Speaker for the 14th World Conference on
Injury Prevention & Safety Promotion, jointly sponsored by WHO and the Public Health Association of Australia. Most recently, Peter was a Keynote Speaker at the “Traffic Safety for a Sustainable World” 24th Global Conference of the International Council on Alcohol, Drugs and Traffic Safety 15th to 18th June 2025 in Alcobaça, Portugal.
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