Source: Portland Cement Association

In advance of House and Senate votes on the stimulus bill, PCA launched an ad campaign to underscore how infrastructure funding creates jobs on both an immediate and long-term basis in all areas of the economy. Aimed at key Washington decision-makers, the campaign stressed the cost, environmental and sustainability benefits of using concrete in infrastructure projects. The "Concrete Stimulus" ad represents perhaps the first non-trade advertising PCA campaign since the 1960s' push for interstate highway construction.

“By specifically tailoring our ads to reach the Washington market and those who are intimately involved in the legislative process, we are able to educate readers about the many benefits of using concrete and cement-based products in the revitalization of America’s infrastructure,” said Brian McCarthy, PCA president and CEO.

With a dollar bill printed on solid concrete wall block, the Concrete Stimulus ad was strategically placed in print editions of CQ Today, Roll Call, and the Washington edition of The Weekly Standard. In addition, web site and banner ads linking to PCA's site (www.cement.org) ran at www.CQ.com, www.nationaljournal.com, www.politico.com, and www.nationalstandard.com. The D.C. agency of FD Dittus Communications worked with PCA on ad design and placement.