Road traffic trauma is an unavoidable consequence for those directly and indirectly involved in crashes — the victims, families, friends, workmates, and first responders. The emotional cost is a high price to pay. It is precisely because we provide access to counselling and other services after the fact, that we see ourselves as having a key role in helping achieve the government’s safety objective of creating “A land transport system that is a safe system, free of death and serious injury”.