The following article includes mention of suicide. If you find this topic distressing and need support, please reach out to Beyond Blue’s free 24/7 service on 1300 22 4636 or chat to a Beyond Blue counsellor online www.beyondblue.org.au/get-support
At first glance, the bright blue MAC25 parked outside Franna’s Brisbane facility looks like a celebration of engineering – a milestone marking the 2000th MAC25 ever built. But to those who know its story, it represents something far more profound.
The special-edition crane was officially handed over to Membrey’s Transport and Crane Hire at the CICA Conference in Brisbane. It will not only serve as a workhorse, but as a travelling reminder that no one should face mental-health struggles alone.
A legacy built from loss
For Craig Membrey, Managing Director of Membrey’s Transport & Crane Hire, the moment was deeply emotional. Standing beside his son Jack during the handover, Craig’s thoughts turned to his other son – Rowan – whose death by suicide 14 years ago changed his family’s life forever.
“Standing here with Jack makes me proud – but, it also makes me sad,” Craig said. “You never get over it. There’s a quote on the back of the crane that says, ‘Rowan, you’ll never be forgotten. Love, Dad.”
“Love Dad” was the last message he sent me. When I saw that on the back of the crane, I lost it.”
What began as a father’s private grief has evolved into a public mission. Craig has long used his business as a platform for mental health advocacy – first through the restoration of Rowan’s Kenworth T904 truck and now through the Beyond Blue-themed Franna crane.
“This crane isn’t just about work,” he said. “It’s about carrying a message. We won’t save one life – we’ll save hundreds.”
The partnership that made it possible
The collaboration between Franna and Membrey’s reflects nearly three decades of friendship between Craig Membrey and Danny Black, General Manager at Franna – A Terex Brand.
“I’ve known Craig since 1996, when he bought his first Franna,” Danny said. “Over the years, I’ve seen his passion for people and his commitment to raising awareness about mental health. So, when he shared his idea of turning our 2000th MAC25 into a tribute to Rowan to raise awareness for mental health, I was eager to support it.”
Danny said seeing the crane unveiled at the CICA National Conference in Brisbane was one of the most moving experiences of his career.
“As you know, I’m always passionate about Frannas – but this display was about so much more: mates, family, loved ones, and a tragic reminder that life is precious,” he said. “I was emotionally moved on several occasions around that crane. It’s a powerful symbol of Craig’s dedication and of what our industry can do when it rallies behind an important cause.”
For Danny, the hope is that the blue Franna becomes more than just a one-off story. “I want the industry to remember the message behind this crane: raise awareness, eliminate stigma, and encourage real conversations. Beyond Blue say it best – Ask, Listen, Support. Help and hope are always within reach.”
A message that moves
For Beyond Blue speaker, Bobby Fitzsimmons, who provided a keynote talk at the crane handover, the initiative struck a personal chord.
“The first time I saw the crane, before I even met Craig, I cried,” Bobby said. “The craftsmanship was beautiful, but it was the emotion behind it that hit me. It wasn’t just a machine – it was a heartfelt tribute.”
When Bobby later met Craig, he said the father’s strength and vulnerability left a lasting impression. “Craig’s openness, his willingness to share his pain so that others don’t go through the same, that’s incredibly powerful. The crane and Craig together are symbols of hope that can change lives.”
A senior leader with the Brisbane Airport Corporation, Bobby has spent years speaking publicly about his own challenges with depression and anxiety. “Vulnerability is a superpower,” he said. “The pain I’ve experienced has become a platform to help others, especially young men, understand that it’s OK to ask for help. That’s why I love what this crane represents – it shows that the conversation is starting to change.”
A blue crane for a tough industry
The message carried by Rowan’s crane is particularly vital in sectors like construction, transport and lifting – industries where long hours, physical strain and isolation often take a toll on mental health.
“Construction is a male-dominated industry, and suicide rates are higher than most other sectors. Businesses like Franna Terex and Membrey’s are powerful vehicles for delivering messages of hope. If the stories Craig and I shared at the event helped even one person rethink their own situation, that’s one life worth impacting,” Bobby said.
He said it’s time decision-makers in the industry lead from the front. “My message to any leader is simple: humanise the conversation. Get to know your people. Create safe spaces where workers feel comfortable being vulnerable. Promote a culture where help and hope are always within reach.”
A community standing together
At the handover ceremony, the support for Craig and his cause was palpable. Representatives from Franna, Beyond Blue, UAA Group, PNO Insurance and other industry partners were on hand to celebrate the occasion – many wearing custom Beyond Blue shirts to honour Rowan’s memory and raise awareness.
Craig was quick to acknowledge their support. “You earn it – it doesn’t just get given to you,” he said. “If you say you’re going to do something, you do it properly. That’s why I’m grateful for companies like Franna, PNO and UAA for backing this the way they have. Instead of just writing a cheque, they helped spread the message. That means more to me than anything.”
UAA Group’s decision to fund a full-page spread in Cranes and Lifting rather than a cash donation was a fitting gesture of support. “It was a no-brainer,” Craig said. “We knew we’d get better reach through the magazine – keep spreading the word. This magazine has been behind me since day one – helping us save lives by getting the story out there.”
From symbol to action
Beyond Blue’s 24/7 Support Service receives a call every two minutes from someone in Australia seeking help. Funds raised through Rowan’s crane go directly to this vital service – helping more Australians access immediate, life-changing support when they need it the most.
For Craig, that impact is what matters most. “This crane is going straight to work – on real job sites around Victoria,” he said. “It’s not a show piece. Every time it drives onto a site or down a highway, someone will see that message and maybe think twice about staying silent. That’s what Rowan would have wanted.”
For Craig, the journey isn’t about publicity – it’s about purpose. “I’m no hero,” he said. “I’m just a father who lost a son. But if sharing our story stops one family from going through what we did, then it’s all worth it.”
If you or someone you know needs support, contact Beyond Blue’s 24/7 Support Service on 1300 22 4636 or chat online at www.beyondblue.org.au/get-support.