The Portland Cement Association's (PCA) current advertising campaign for concrete paving focuses on the work of the MIT Concrete Sustainability Hub on how pavement type affects the fuel efficiency of cars and trucks that use them. The ads are a continuation of the ongoing campaign and Think Harder imaging/branding initiative with attention-getting layouts and an aggressive presentation of the campaign themes of durability and economy. The ads appear in Better Roads, ENR, Public Works, and Roads & Bridges magazines.

The MIT study cited in the ad shows that using stiffer pavements on the nation’s roads could reduce vehicle fuel consumption by as much as 3 percent, adding up to 273 million barrels of crude oil per year, or $15.6 billion at today’s oil prices. This would result in an accompanying annual decrease in CO2 emissions of 46.5 million metric tons.