National Ready Mixed Concrete Association: Build with Strength

Since 2004, the softwood lumber industry had overtaken concrete as the building material of choice for low-to-mid-rise structures. We developed a coalition for NRMCA — Build with Strength — that consisted of industry partners, community leaders and fire fighters. The grass roots organization helped educate concrete’s strengths among builders and legislators to prevent wood-friendly legislation. The five-year multi-million-dollar campaign consisted of paid, earned, social and owned media. Build with Strength was successful in reversing the decline of concrete structures.