National Ready Mixed Concrete Association: Pave Ahead

One of our existing clients at DDC Public Affairs was the National Ready Mixed Concrete Association (NRMCA). They asked for help in boosting the benefits of concrete in the construction of parking lots and roads. Since asphalt is often a cheaper and faster alternative, it had been eating away at concrete’s market share. However, concrete lasts much longer and needs fewer repairs in the long time. We created a brand for this initiative – Pave Ahead – along with a marketing campaign that consisted of a website, collateral with original illustrations and custom videos.