For most transport and crane hire companies, machines are a livelihood. But some machines carry more than just weight – they carry meaning. For Craig Membrey, Managing Director of Membrey’s Transport & Crane Hire, one crane now holds something deeply personal: the memory of his son Rowan, and a message he has carried for more than a decade – that talking about mental health can save lives.
In March 2011, Craig’s life was irreversibly changed when his son Rowan died by suicide at just 17. The tragedy left a hole that could never be filled, but also lit a fire in Craig to ensure his son’s story would not fade. Within months, he restored his son’s beloved T904 Kenworth as a moving memorial. Painted in memory of Rowan and driven to industry events across the country, the truck has become a catalyst for conversations about suicide prevention and the importance of seeking help.
“The journey with the truck has always been about encouraging people to reach out before it’s too late,” Craig said. “It’s not about me, it’s about Rowan’s story, and if that story can help someone choose life, then it’s doing what it was meant to do.”
Over time, Craig began to dream of extending that legacy into the lifting sector – a space that has been central to Membrey’s for decades. When he learned Franna was about to deliver its 2000th MAC25, he saw the opportunity to bring that dream to life.
Working with long-time friend Danny Black, General Manager of Franna, and securing the support of Beyond Blue, Craig ensured the milestone crane was finished in Beyond Blue livery. The crane carries not only Rowan’s name but also a fundraising barcode, connecting every sighting of the machine to a chance for someone to seek help.
“This blue crane is about visibility. It’s about Rowan’s memory travelling down the road and hopefully encouraging someone to ask for help before it’s too late,” Craig said.
Breaking the silence
For Craig, the decision to speak openly about mental health was never easy. Talking about Rowan means reopening a wound that never really heals. Yet he knows that silence is dangerous.
“I’ve been there myself,” he said. “I know what it’s like to feel overwhelmed. The difference for me was seeking help early, before it went too far. Suicide is 100 per cent preventable if people ask for help early enough. That’s the message I want to get across.”
It’s a message Craig repeats tirelessly – at truck shows, crane conferences, and in everyday conversations. His openness has resonated with people who might otherwise keep their struggles hidden. Over the years, he has been told directly that Rowan’s truck helped save lives. Now, he hopes Rowan’s crane will have the same impact.
“I don’t want anyone to go through what I’ve gone through,” Craig said. “Losing a child is something you never get over. If sharing my story prevents even one other family from experiencing this pain, then it’s all worth it.”
Industry support
Craig’s initiative has already found strong allies across the industry. At this year’s CICA Conference in Brisbane, the Beyond Blue crane will be unveiled, with Craig, his son Jack and the Franna team on hand in bespoke Beyond Blue polos, distributing caps and other items designed to spark conversations.
Behind the scenes, organisations such as UAA Group and PNOinsurance have stepped up to support Craig’s efforts. For Marc Crossman, Executive General Manager – Distribution Strategy at UAA, the decision was deeply personal.
“As a business, we like to support causes that are meaningful to us and our customers,” Marc said. “Craig’s story really hit home. It’s relevant to so many of us, both within our industry and across the broader community. Helping him get that message out felt like something we had to do.”
Marc believes the initiative highlights an issue that is both widespread and under-discussed. “Mental health is a big issue in Australia, and the pressures in our industry can make it even more acute. By providing Craig with a platform, we can help raise awareness, create conversation, and encourage people to support each other.”
Beyond Blue’s role
Nearly half of Australians will experience a mental health condition in their lifetime. Beyond Blue exists to make it easier for people to get the help they need earlier, and to stay well. Every two minutes, someone in Australia turns to Beyond Blue’s 24/7 Support Service for free counselling and support.
Funds raised through Rowan’s crane will go directly towards this service, ensuring that those who reach out can find someone ready to listen on the other end of the line. It’s a cause that resonates across industries but holds particular weight in sectors like transport and construction, where isolation, long hours, and financial stress can exacerbate mental health challenges.
Craig knows these pressures well. He has seen firsthand how colleagues and peers often suffer in silence. “Depression can be invisible. People think it’s embarrassing to admit they’re struggling. But it’s not weak to speak. The hardest step is asking for help, but it’s also the most important one,”
he said.
Rowan’s legacy in motion
Once the conference ends, the Beyond Blue crane won’t just sit as a showpiece. It will head straight to work across Victoria, its blue paintwork and message of hope visible on worksites and roadsides alike. For Craig, that mobility is essential.
“This crane is a special one. It’s not about business or branding – it’s about carrying Rowan’s memory and Beyond Blue’s message wherever it goes. If seeing it helps just one person take that step to seek help, then it has done its job,” he said.
Craig is modest about his role. “I’m no hero. I’m just a father who lost a son. But if using my trucks and cranes can help spread this message, then that’s what I’ll keep doing,” he said.
The message is simple, but urgent: you don’t have to go through it alone. Help is out there. And thanks to Rowan’s legacy, carried forward on the road and the jobsite, that reminder will keep reaching people when they need it most.
If you or someone you know needs mental health support, reach out to Beyond Blue’s free 24/7 service on 1300 22 4636 or chat to a counsellor online at www.beyondblue.org.au/get-support.