Franna’s 2000th MAC25 Becomes a Powerful Symbol for Mental Health Awareness

30 Second Takeaway

At first glance, Franna’s bright blue MAC25 appears to mark a major manufacturing milestone as the 2000th unit ever built. But for Membrey’s Transport and Crane Hire, the crane carries a deeper purpose serving as a moving symbol of mental health awareness and support through its partnership with Beyond Blue. The special-edition crane transforms personal loss into an industry-wide call to conversation, compassion and action.

A Milestone Crane with a Deeper Meaning

The bright blue MAC25, parked outside Franna’s Brisbane facility, marks the 2000th MAC25 crane ever built. Officially handed over to Membrey’s Transport and Crane Hire at the CICA National Conference in Brisbane, the crane is more than a milestone—it is a tribute to life, loss and hope.

For Craig Membrey, Managing Director of Membrey’s Transport & Crane Hire, the handover was deeply emotional. Standing alongside his son Jack, Craig reflected on the loss of his other son, Rowan, who died by suicide 14 years ago.

“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 Craig sent to Rowan.

“When I saw that on the back of the crane, I lost it.”

What began as private grief has evolved into a public mission—using heavy equipment as a platform to raise awareness and encourage real conversations around mental health.

“This crane isn’t just about work,” Craig said. “It’s about carrying a message. We won’t save one life – we’ll save hundreds.”

A Partnership Built on Trust and Purpose

The project 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 unveiling the crane at the CICA National Conference was one of the most emotional moments 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 goal is lasting impact.

“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 Resonates

Beyond Blue speaker Bobby Fitzsimmons, who delivered the keynote address at the handover, said the crane struck a deeply personal chord.

“The first time I saw the crane, before I even met Craig, I cried,” Fitzsimmons 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.”

After meeting Craig, Fitzsimmons said the experience 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 Brisbane Airport Corporation, Fitzsimmons has spoken publicly about his own experiences 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.”

A Blue Crane for a Tough Industry

The message carried by Rowan’s crane holds particular relevance in construction, transport and lifting.

“Construction is a male-dominated industry, and suicide rates are higher than most other sectors,” Fitzsimmons said.“Businesses like Franna Terex and Membrey’s are powerful vehicles for delivering messages of hope.”

He urged leaders to lead from the front.

“Humanise the conversation. Get to know your people. Create safe spaces where workers feel comfortable being vulnerable.”

A Community Standing Together

The handover ceremony drew strong support from across the industry, including representatives from Franna, Beyond Blue, UAA Group, PNO Insurance and other partners—many wearing custom Beyond Blue shirts in honour of Rowan.

Craig acknowledged their commitment.

“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.”

UAA Group’s decision to fund a full-page feature in Cranes and Lifting rather than make a cash donation reflected a shared belief in the power of storytelling.

“We knew we’d get better reach through the magazine – keep spreading the word,” Craig said.

From Symbol to Action

Beyond Blue’s 24/7 Support Service receives a call every two minutes from someone seeking help. Funds raised through Rowan’s crane support this vital service directly.

“This crane is going straight to work – on real job sites around Victoria,” Craig said.“Every time it drives onto a site or down a highway, someone will see that message and maybe think twice about staying silent.”

For Craig, the purpose is clear.

“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.”

About Membrey’s Transport & Crane Hire

Membrey’s Transport & Crane Hire is a Victorian-based provider of crane hire, transport and lifting services, supporting construction and infrastructure projects across Australia. The company is recognised for its strong safety culture and commitment to industry leadership, including advocacy for mental health awareness.

Learn more: https://www.membreys.com.au

About Franna A Terex Brand

Franna, a Terex brand, is an Australian manufacturer of pick-and-carry cranes, including the iconic MAC25. Franna cranes are widely used across construction, infrastructure and industrial sectors for their mobility, reliability and versatility.

Visit website: https://www.franna.com.au

Frequently Asked Questions

What makes the 2000th MAC25 crane significant?

The crane marks Franna’s 2000th MAC25 produced and has been customised to raise awareness for mental health and support Beyond Blue, transforming a manufacturing milestone into a meaningful industry message.

Who is the crane dedicated to?

The crane is dedicated to Rowan Membrey, whose memory is honoured through messages displayed on the crane to encourage mental health awareness and conversation.

How does the crane support Beyond Blue?

Funds raised through the initiative support Beyond Blue’s 24/7 Support Service, helping Australians access immediate mental health support.

Why is mental health advocacy important in construction and lifting?

The construction and lifting industries experience higher-than-average suicide rates. Visible advocacy and leadership help reduce stigma and encourage workers to seek help.

Where will the crane operate?

The crane will work on active job sites across Victoria, ensuring the message reaches people in everyday working environments.