How Lexicon Raised Awareness About Mental Health in Construction

In the construction industry, the suicide rate is four times higher than the national average. It was a challenge Lexicon met head-on with their "Strong as Steel" campaign—an initiative so impactful, they ran it a second time.

But this is more than a story about mental health; it's a masterclass in engaging your most difficult-to-reach employees. The lessons learned from the "Strong as Steel" journey provide a blueprint for any critical internal campaign you plan to launch.

Join this webinar to deconstruct what it takes to create a campaign that not only gets noticed but truly changes behavior.

What you’ll learn during the webinar

In 45 minutes, you’ll:

• How Lexicon recognized the mental health challenge on the frontline — and why it couldn’t be ignored
• How they built their first “Strong as Steel” campaign, and what they changed the second time to make it even stronger
• How they managed to cut through noise and reach a dispersed, hard-to-engage workforce
• How tools like Speakap helped amplify the message — and what that means for any campaign, from safety to culture to wellness
• How their lessons learned can serve as a framework for your own campaigns — including what they’d do again (and what they’d do differently)

By the end of this session, you’ll walk away with a practical framework to design and launch any internal campaign that drives real engagement with your frontline teams.

Who it’s for

This webinar is perfect for:

• Leaders of dispersed, deskless teams who know that traditional methods like emails and posters aren't enough to drive real change.
• Professionals interested in moving beyond simple 'awareness' to create campaigns that inspire genuine participation and dialogue.
• Teams tasked with launching a major internal initiative—whether it’s focused on safety, wellness, DEI, or rolling out company values.
• HR, Internal Comms, Operations, and Safety leaders (Manager, Director, VP) looking for a proven engagement framework.
• While the central story comes from Construction, the lessons are highly relevant for leaders in Manufacturing, Logistics, Transportation, Retail, and any industry with a significant frontline workforce.

Why join?

Because if you’re planning your next internal campaign, you deserve more than generic advice. You’ll walk away with:

• A practical framework you can apply immediately
• Lessons from what Lexicon would (and wouldn’t) do again
• A reminder that engagement isn’t about noise — it’s about connection

Meet our speakers

• Janell Schmidt (CHRO, Lexicon). Janell Schmidt is the Chief Human Resources Officer at Lexicon, Inc. With over 20 years of experience leading diverse teams across industries, Janell is a strategic and hands-on HR leader who specializes in talent development, team building, and employee engagement. She is known for driving change through strong relationships and innovative solutions, helping organizations improve retention, productivity, and culture. With a background spanning global employee relations, acquisitions, and organizational change management, Janell brings both strategic vision and practical expertise to every conversation.
• Bill Fitzgerald (VP of Marketing & Commmunications, Lexicon). Bill Fitzgerald is the VP of Marketing and Communications at Lexicon, Inc. A creative problem solver at heart, Bill approaches communications with discipline and clarity — starting with the right objectives and audiences before moving into ideas. He’s an adaptable communicator and passionate writer, known for shaping the right message in the right voice. Beyond the strategy, Bill is a skilled team motivator and consensus builder, bringing people together to make meaningful campaigns happen.
• Tobi Anderson (Head of Customer Experience, Speakap). Tobi Anderson is the Head of Customer Experience at Speakap, where she advises organizations across industries on building effective internal communication strategies. With a background spanning enterprise collaboration, organizational development, and employee engagement, Tobi brings both strategic insight and practical expertise to her work. She’s a thought leader and player-coach, passionate about aligning technology and processes to meet the needs of people. Tobi holds a Master’s degree in Organizational Development and Training and has also led her own consulting business, mentoring leaders and creating programs that drive long-term impact.

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