Craig Smith, a Jim’s Cleaning franchise owner from Mildura, recently shared valuable insights about community, compassion, and starting conversations that could save lives.
His story shows how small actions, done with heart, can have a massive impact.
Turning Heartbreak Into a Mission of Hope
For Craig and his wife, June marks a painful anniversary.
“It’s 12 months since my wife’s cousin took her own life,” Craig shared with host Joel Kleber.
“We wanted to do something in her memory, to keep her memory alive, but also to make a difference.”
While driving from Mildura to La Roche, the couple came up with a simple yet powerful idea: to turn their work uniforms into conversation starters about mental health.
“We kept the Jim’s Cleaning shirt design but added a suicide awareness ribbon and the words ‘No One Fights Alone’ and ‘Tomorrow Needs You,’” Craig explained.
They got approval from Jim’s founder, Jim Penman, and divisional leaders Ali and the Cleaning Group team.
“They couldn’t have been happier. Honestly, they were just fantastic,” Craig said.
The Jim’s Carpet Cleaning Shirt That Sparked 20 Life-Changing Conversations
In just three weeks, Craig and his wife’s new shirts have sparked more than 20 meaningful conversations with clients and community members.
“People read the slogans on your arm or back, and they ask, ‘What’s that about?’ That’s the door opening,” Craig said.
The couple’s mission is simple: to get people talking before it’s too late.
“We just hope that by having these on our shirts, we’re able to start that conversation to maybe get someone before they even contemplate suicide,” he explained.
They’ve also completed trauma and grief counselling courses, giving them the tools to guide people toward professional help.
“We’re not mental health professionals, but we can be conduits,” Craig said.
“If someone’s prepared to talk while the iron’s hot, we get them to someone who can really help.”
When Community Compassion Turns Into Real Change
Since launching the initiative, Craig and his wife have referred people to Lifeline, Beyond Blue, and local mental health services.
“We’ve sat down with people over a cup of coffee and talked. Some have said, ‘I’m doing it rough.’ We’ve given them numbers and said, while it’s front of mind, let’s deal with it,” Craig shared.
The response from the community has been overwhelmingly positive.
“People stop us in the street and say, ‘Aren’t you guys great for doing that?’ It’s beautiful,” Craig said.
Why Genuine Connection Can Save Lives
Craig knows firsthand how devastating mental health struggles can be.
“I had a marriage breakdown 10 years ago, and I still haven’t seen my kids in nine years,” he said.
“I talked, I got counselling, and I rebuilt myself. It’s like starting with a concrete slab; you can rebuild with better materials.”
His advice for anyone struggling is simple.
“Find where you’re loved and immerse yourself in that environment,” he said.
“Family, sporting clubs, friends, once you realize how much you’re loved and valued, suicide goes right off the table.”
And for those who are doing okay, he encourages reaching out.
“Don’t be afraid to ask someone, ‘Are you okay?’ You never know how powerful that question could be,” Craig said.
Powerful Lessons Every Franchise Owner Can Learn from Craig’s Story
Craig’s story offers important lessons for franchisees everywhere:
- Use your platform for good. Every Jim’s franchisee meets dozens of people each week, and small actions can start big conversations.
- Be approachable. Sometimes listening is the most powerful thing you can do.
- Lead by example. Jim’s Group supports local and national initiatives, but what Craig and his wife did shows the power of grassroots action.
As Craig put it, “At Jim’s, we are a family. And with the number of people we reach, we have an incredible opportunity to make a difference.”
To learn more about joining a business that values community as much as success, visit jims.net.
Common Questions About Jim’s Group
Q: How does Jim’s Group support mental health?
Jim’s franchisors are trained in Mental Health First Aid and suicide prevention. The group encourages open conversations and local initiatives like Craig’s.
Q: Can franchisees create their own community projects?
Yes. Franchisees like Craig are supported when they launch responsible, positive initiatives that align with Jim’s values.
Q: How many franchisees are part of Jim’s Group?
With more than 5,500 franchisees across Australia and New Zealand, Jim’s is the largest franchise network in the country.
Q: What kind of work can I do in Jim’s Group?
There are more than 50 divisions, from Cleaning and Mowing to Building Inspections, Fencing, and Dog Wash. Franchisees choose the business that suits their skills and lifestyle.