Amber Community
- Company typePrivate
- Founded2013
- HeadquartersMitcham, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Amber Community does
Amber Community is an Australian not-for-profit organization, registered with the ACNC and headquartered in Mitcham/Melbourne, Victoria, dedicated to supporting people impacted by road trauma and reducing road incidents through education. Its core products are free counselling and support services delivered face-to-face, online, or by telephone to bereaved family members, witnesses, drivers, and emergency service personnel; the Road Trauma Awareness Seminar (RTAS) program, which reached 1,684 participants in 2025 across Melbourne CBD, Geelong, Bendigo, Ballarat, Dandenong, Frankston, and other Victorian locations; and an annual Shine a Light on Road Safety awareness and fundraising campaign in its 13th year in 2026, which raised $111,797 against a $109,000 goal. The organization also runs the Walk & Wheel community event at Albert Park Lake, support groups, publications, podcasts, and a lived-experience volunteer speaker program in which individuals share personal stories to influence driver attitudes and behaviors. In 2025 the organization delivered 5,771 free counselling and support interventions and reached more than 4 million people through the Shine a Light campaign. The technology layer is a multi-channel human service delivery and content distribution stack; no AI/ML capabilities, proprietary software, or APIs are disclosed.
The business model is a hybrid not-for-profit funding model. Primary revenue is a recurring government grant from the Transport Accident Commission (TAC) underwriting counselling and support services; secondary revenue comes from community donations and fundraising campaigns, corporate sponsorship (law firms, insurers, toll operators, interlock vendors), ticketed community events (Walk & Wheel at $35 adult / $15 child / $10 dog), and bequests. Core services are provided free of charge, so end beneficiaries are not paying customers. Go-to-market is community-led: the organization relies on a volunteer base with lived experience of road trauma, multi-channel content marketing (website, Facebook, Instagram, LinkedIn, YouTube, newsletters, podcasts, publications), and earned media coverage to reach affected individuals, general road users, and corporate partners across Victoria.
Amber Community firmographics
Firmographics- Name
- Amber Community
- Legal name
- Amber Community
- Website
- https://ambercommunity.org.au
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Amber Community industry classification
Industry- Product category
- Community Counselling & Road Trauma Support Services
- NAICS
- Other Individual and Family Services (624190)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Bereavement, Grief & Family Support Services (Hospice-Linked) (HLAFAEAO)
Keywords
Where Amber Community is headquartered
LocationHeadquarters
- HQ city
- Mitcham
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Amber Community business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Government Funding: Primary funding from the Transport Accident Commission (TAC) for counselling and support services to people impacted by road trauma in Victoria.
- Donations and Fundraising: Community donations and fundraising campaigns including the annual Shine a Light on Road Safety campaign, with the 2026 campaign raising $111,797.
- Event Tickets: Sale of tickets for community events such as the Walk & Wheel, with pricing tiers for adults ($35), children ($15), and dogs ($10).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free counselling and support services |
| Unit Pricing | Pay-as-you-go | Walk & Wheel event tickets |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Amber Community product offering
Product offeringCore offering
Amber Community provides free face-to-face, online, and telephone counselling and support services to individuals and families impacted by road trauma in Victoria, including bereaved family members, witnesses, drivers, and emergency service personnel. The organization also runs the Road Trauma Awareness Seminar (RTAS) education program across Victoria, an annual Shine a Light on Road Safety campaign, community events such as Walk & Wheel and Time for Remembering, support groups, publications, podcasts, and a lived-experience volunteer speaker program.
Product overview
Amber Community offers a suite of road incident support and education services. The core offerings include free counselling and support services (face-to-face, online, telephone) for those affected by road trauma, and the Road Trauma Awareness Seminar (RTAS) education program delivered across Victoria. The organization runs the annual Shine a Light on Road Safety campaign, which includes Walk & Wheel community events. Additional services include support groups, publications, podcasts, and a lived experience volunteer speaker program where individuals share personal stories to influence road safety behaviours.
Differentiator
Problem solved
Functional benefit
Brands
- Shine a Light on Road Safety: Annual campaign that raises awareness of road trauma, supports those affected, raises vital funds for counselling, support, and education, and drives positive change for safer roads.
Products and services
- Free Counselling and Support Services Free face-to-face, online, or telephone counselling and support services for individuals and families affected by road incidents in Victoria, including bereaved family members, witnesses, drivers, and emergency service personnel. Delivered by Amber Community staff from the Melbourne office (9am–5pm, Mon–Fri).
- Road Trauma Awareness Seminar (RTAS) An education program delivered across Victoria that increases awareness of road safety responsibilities, addresses risky driving behaviours, and prevents road trauma. In-person seminars are held at multiple metropolitan and regional locations including Melbourne CBD, Geelong, Bendigo, Ballarat, Dandenong, and Frankston, with limited online seminars available for areas without physical programs. Reached 1,684 participants in 2025.
- Support Groups Group support sessions for people impacted by road trauma, providing peer-based emotional support alongside individual counselling services.
- Shine a Light on Road Safety Campaign Annual campaign that raises awareness of road trauma, supports those affected, raises funds for counselling/support/education, and drives change for safer roads across Victoria. Includes the Walk & Wheel community event and related activities.
- Walk & Wheel Event Annual community walking and wheeling event held at Albert Park Lake to commemorate loved ones lost or injured on roads, advocate for safer roads, and raise funds. Ticketed event with adults ($35), children ($15), and dogs ($10) pricing tiers.
- Lived Experience Volunteer Speaker Program A peer-education program in which volunteers with personal experience of road trauma share their stories to support others and change the attitudes and behaviours of road users. Speakers are featured across RTAS seminars and media campaigns.
Quantifiable outcome
- 1,684 participants in Road Trauma Awareness Seminar program (2025)
- +3 more outcomes
Companies that use Amber Community
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Amber Community technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Amber Community partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Smart Start InterlockscoreAlcohol ignition interlock supplier and Road Safety Partner for the Shine a Light on Road Safety 2026 campaign. With over 15 years of experience in Australia, they focus on encouraging responsible driving behaviours and preventing drink driving.
- Transport Accident Commission (TAC)corePrimary government funding partner providing financial support for Amber Community's counselling and support services. TAC also sponsors events including the Shine a Light Walk & Wheel, providing complimentary refreshments and operating a road safety information cart at events.
- Adica InsurancecorePlatinum Road Safety Partner for the Shine a Light on Road Safety campaign.
- EastLinkcoreRoad Safety Partner for the Shine a Light on Road Safety campaign.
- Slater & Gordon LawyerscoreRoad Safety Partner for the Shine a Light on Road Safety campaign.
- Polaris LawyerscoreRoad Safety Partner for the Shine a Light on Road Safety campaign.
- Henry Carus + AssociatescoreRoad Safety Partner for the Shine a Light on Road Safety campaign.
- Arnold Dallas McPherson Injury LawyerscoreRoad Safety Partner for the Shine a Light on Road Safety campaign.
- Nevin Lenne Gross LawyerscoreRoad Safety Partner for the Shine a Light on Road Safety campaign.
- Law PartnerscoreRoad Safety Partner for the Shine a Light on Road Safety campaign.
- FoundstoneminorCommunity Partner for the Shine a Light on Road Safety campaign.
- Jellis Craig Port PhillipminorCommunity Partner for the Shine a Light on Road Safety campaign.
- Victoria PolicecoreRoad Safety Partner providing support for the Shine a Light on Road Safety campaign and road safety initiatives across Victoria.
- Department of TransportcoreGovernment Road Safety Partner for the Shine a Light on Road Safety campaign.
- Jaycees FoundationminorNot-for-profit publishing platform that features Amber Community stories in their Not Ordinary Lives book series. 50% of all royalties from the series are donated to nominated charities including Amber Community.
Scale indicators6 records
Recent moves1 record
Expansion highlights5 records
Amber Community competitors and assessment
Company assessmentBroad incumbents
- Beyond Blue: Australia's largest mental health organization providing support for anxiety, depression, and suicide prevention. Comparable as a larger Australian non-profit providing mental health support services, with overlapping counselling capabilities but a broader mental health mandate rather than road-trauma specialization.
- SANE Australia: Australian mental health charity supporting people affected by complex mental health issues including trauma. Comparable as an Australian non-profit providing emotional and psychological support services, with overlapping trauma counselling capabilities but a broader mental health scope.
- Lifeline Australia: Australia-wide crisis support and suicide prevention service. Comparable as a major Australian non-profit providing 24/7 emotional support and crisis counselling across multiple channels, with overlapping telephone and digital service delivery models.
- Phoenix Australia: Australian centre for post-traumatic mental health providing research, policy advice, and resources on trauma recovery. Comparable as an Australian organization addressing trauma-related mental health, including road trauma, with overlapping expertise in trauma-informed care.
- Australian Red Cross: Australia's largest humanitarian organization providing emergency relief, social support, and community services. Comparable as a large Australian non-profit providing social and emotional support services including in crisis contexts, though significantly broader in mission scope.
- Headway Australia: Australian brain injury association supporting people with acquired brain injury, many of which result from road trauma. Comparable as an Australian non-profit serving road trauma survivors with overlapping victim support and rehabilitation navigation services.
Direct peers
- RoadPeace: UK-based charity supporting people bereaved or seriously injured by road crashes, providing emotional support and advocacy. Directly comparable as a road trauma-focused support charity serving victims and families, with an analogous service model of free counselling and peer-led advocacy.
- Brake: UK road safety charity working to stop deaths and injuries on roads and supporting people affected by crashes. Directly comparable as a road trauma support and road safety education organization with overlapping victim support and prevention programs.
- Amy Gillett Foundation: Australian cycling safety charity focused on road safety awareness and reducing road trauma. Directly comparable as an Australia-based road safety education organization, sharing the road trauma prevention mandate and Australian operating context.
Others
- Transport Accident Commission (TAC): Victorian government agency that compensates and supports people injured in transport accidents. Comparable as Amber Community's primary funder and strategic partner rather than a direct competitor, with overlapping focus on road trauma support but operating in a government/insurance capacity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Amber Community social profiles
Digital presenceAmber Community financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amber Community leadership team
Management profileNumber of profiles
Profiles2 records
Amber Community funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amber Community M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Amber Community
What does Amber Community do?
Amber Community provides free face-to-face, online, and telephone counselling and support services to individuals and families impacted by road trauma in Victoria, including bereaved family members, witnesses, drivers, and emergency service personnel. The organization also runs the Road Trauma Awareness Seminar (RTAS) education program across Victoria, an annual Shine a Light on Road Safety campaign, community events such as Walk & Wheel and Time for Remembering, support groups, publications, podcasts, and a lived-experience volunteer speaker program.
Is Amber Community a public or private company?
Amber Community is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Amber Community founded?
Amber Community was founded in 2013. It employs 11 to 50 people.
Where is Amber Community based?
Amber Community is headquartered in Mitcham, Australia, in the Oceania region.
How does Amber Community make money?
Three revenue lines are on record. Government Funding is the primary driver. The others are donations and Fundraising and event Tickets.
Who are Amber Community's main competitors?
Broad incumbents on record are Beyond Blue, SANE Australia, Lifeline Australia, Phoenix Australia, Australian Red Cross and Headway Australia. Direct peers are RoadPeace, Brake and Amy Gillett Foundation. Transport Accident Commission (TAC) is listed as an others.
Does Amber Community have an API?
No public API is recorded for Amber Community.
What industry is Amber Community in?
Amber Community's product category is Community Counselling & Road Trauma Support Services. Its primary akta.pro industry code is HLAFAEAO, Bereavement, Grief & Family Support Services (Hospice-Linked). Its NAICS code is 624190 and its SIC code is 8300.