Portland Cement Association (PCA) will unveil its new Concrete Thinker architect awareness campaign, beginning Thursday, May 19, at the American Institute of Architects (AIA) 2005 National Convention and Design Exposition in Las Vegas at booth #1475.

PCA has recognized architects' position at the front line in green building and their need for concrete solutions in sustainable design. As a result, PCA has made a decisive effort to expand its focus from engineers and builders to now identifying architects as a key audience.

“We recognize that architects are key decision makers in green building and the Concrete Thinker campaign provides concrete solutions for their sustainable development needs,” David Shepherd, AIA, PCA director of sustainable development, said. “As a result, we hope to give architects the tools they need to ‘think concrete’.”

The highlight of the PCA campaign is a new architect-focused ad featuring Concrete Thinker architects who have demonstrated concrete solutions in sustainable design. It is the first of several outreach initiatives aimed at recognizing Concrete Thinker architects who have used concrete to achieve sustainable design. The complete Concrete Thinker campaign is expected to include an upcoming architectural student competition commissioned by PCA, an integrated Web site, and direct outreach to architecture firms nationwide.

Doug Farr of Farr Associates in Chicago will be the center of the first set of ads. Among Doug Farr’s many designs is Sanctuary Place, a prison-to-home-transitional housing facility in Chicago for women looking to rebuild their lives and reconnect with their families. Creative concrete solutions were employed throughout the design to increase energy efficiency, reduce noise pollution, and create a long-lasting durable structure.


About PCA
Based in Skokie, Ill., the Portland Cement Association represents cement companies in the United States and Canada. It conducts market development, engineering, research, education, and public affairs programs.