NRMCA unveiled Build with Strength, a multi-million dollar coordinated industry campaign to better educate the design/build and code communities about the benefits of concrete buildings. The program is based on a significant research investment made by NRMCA to better understand the motivations behind the use of certain construction materials, including concrete. The research showed that a great majority of the design/build community was favorable to concrete construction because of attributes like strength, durability and ease of use. However, certain misconceptions about cost and environmental impact often led decision makers to choose less safe building materials such as wood and wood products.

The campaign relies on an unprecedented communications strategy that includes a Build with Strength branded Web site, video content, a multi-city media tour, rapid response capabilities, advertising, social media properties and stakeholder engagement opportunities. Additionally, the campaign is designed to drive industry and project decision makers to resources such as Webinars and live seminars for technical support and design assistance while also building an advocacy network that will support concrete’s position in building codes, standards and rating systems at the state and local level. The campaign has already been activated in both Washington state and Maryland where state legislators were considering legislation that would have greatly impacted the construction materials market.