Advocacy requires ambition, and that is exactly what underpins the Safe Roads to School and 30please campaigns. Through clear messaging and an effective publicity campaign, Matthew ‘Tepi’ McLaughlin, from the University of Newcastle School of Medicine & Public Health, and Lena Huda, the woman behind 30please.org and safe-streets-to-school.org, have put their campaigns on the agenda in Newcastle and Wollongong.