The Woman Leading Gold Coast’s Grassroots Disaster Relief Movement
When the 2022 Northern Rivers floods hit, Byrrill Creek was completely cut off. Roads were swallowed by landslides, the local bridge had collapsed, and all communication had ceased. For five days, Lila couldn’t reach her father. The anxiety was overwhelming—until help arrived, organised by a woman Lila had never met. That woman was Sammy Stenberg, founder and CEO of National Disaster Management Services (NDMS)—a 100 per cent volunteer-run, not-for-profit social enterprise that’s quietly rewriting the rules of grassroots disaster relief in Australia. It started in 2017, when a cyclone tore through North Queensland. Within 12 hours, a small group of emergency services-trained responders and everyday civilians came together to fill the urgent gaps they saw in the relief response. From the debris and the water, NDMS was formed. A humanitarian-focused not-for-profit social enterprise designed to provide one thing: action. Since then, NDMS has responded to cyclones in Queensland, fires across QLD and NSW, and major flooding events in both states. With no corporate funding, limited resources, and little more than grit and community connection, they’ve shown up in the hardest-hit regions—often reaching places larger organisations couldn’t. “We’ve done it against the odds: without money, without reputation and support, without proper kit and equipment,” says Sammy. “We grew lean, agile and resilient while remaining determined to reach the most vulnerable. Our lack of resources wasn’t a weakness but rather our resourcefulness was our strength.” When Byrrill Creek went dark, NDMS again stepped in. “Sammy rapidly organised supplies to be driven through the treacherous terrain to reach the collapsed bridge,” wrote Ranger Lila, whose father was among the isolated, in an Instagram post. “The roads were incredibly dangerous to drive on, with multiple landslides, a cliff face on one side, and fallen trees.” Lila’s father and neighbours hiked across the broken bridge to collect 400kgs of supplies. Hiking by road wasn’t viable due to the landslides, so they made the trek through floodwater and thick mud. Her father alone hiked 30km in a single day, carrying 80kg of supplies to help the rest of the community. “Sammy also did welfare checks on the community, ensuring that all their medical needs were met.” During the supply drop, they located the deceased body of a local resident who had become trapped in the floodwaters—a tragic reminder of just how vital these interventions are. From the beginning, NDMS has prioritised community-led action over top-down solutions. Instead of arriving with ready-made fixes, Sammy and her team embed themselves in communities, listening first and acting alongside locals. “We didn’t arrive with ready-made solutions but sought to learn and understand needs and work through challenges and problems together.” NDMS responders often sleep in tents or swags, hitching rides in helicopters, utes, or tractors to reach isolated areas. Their commitment has made them a critical link between cut-off communities and larger relief organisations. “We became the link between cut-off communities and conventional humanitarian relief; getting aid that was needed to where it was most needed.” Sammy herself is no stranger to resilience. An award-winning entrepreneur who has built multiple businesses, she has overcome PTSD and now uses her experience to empower others. Today, NDMS is continuing to grow, training new volunteers and preparing to respond wherever the next need arises. But the heart of the mission remains unchanged. “NDMS isn’t just about disaster response; it’s about restoring confidence, rebuilding lives, and creating lasting community change,” Sammy says. From Byrrill Creek to cyclone-devastated towns in North Queensland, one thing is clear: Sammy isn’t just leading a disaster relief team—she’s leading a movement.
