Have you seen the latest “Think Harder. Concrete” advertisement from PCA? It invites pavement specifiers to compare apples to apples when comparing concrete to pavement. The underlying theme is that when you compare the two materials on an equal basis, there is really no comparison – concrete not only has a much lower life-cycle cost, it also now has a lower initial cost. The headline is Help Yourself, which has the double meaning of helping yourself to one of the apples pictured in the ad and also helping yourself by making the right choice in paving materials.

The ad, seen below, is part of a national compaign to build awareness of concrete’s core benefits of economy, durability and sustainability. Beginning with the August issues, the Help Yourself ad is running in trade magazines serving the paving and public works markets: APA Reporter, Better Roads, Civil Engineering, Public Works, Roads and Bridges, and the McGraw-Hill regional construction publications. The new ad is part of the imaging and branding program anchored by the tagline, “Think Harder. Concrete.” Versions of the ad will be running in several PCA regions in addition to the national program.