The National Concrete Masonry Association's Mold Monster made his debut earlier this summer, appearing in advertisements placed in national trade publications such as Architectural Record, Construction Specifier and Builder. NCMA Director of Marketing Jerry Harke notes, “An attention-getter, the monster is intended to be a character we love to hate … an invited guest we'd all like to see leave the building. The monster will appear in a number of comic situations in future ads, but the message will always admonish designers and specifiers not to feed the mold!”

Since mold growth requires moisture, oxygen, and a food source, building products made of organic materials such as paper and wood may contribute to proliferation of mold. Concrete masonry, by contrast, is not a food source for mold growth. Though proper design and climate control in buildings are essential to avoid mold problems, choosing a building material that does not inherently feed mold provides the foundation for mold prevention — a key message in NCMA's campaign.

The mold monster is already receiving a lot of attention. Harke reports that some people are offering ideas for situations they'd like to see in future advertisements with the mold monster. For example, one member suggested the monster be shown seeing stars as a concrete masonry block is dropped on his head. Others have proposed that the monster be created as a small stuffed toy to be distributed at trade shows. Making a distinction between building products that feed mold and those that do not, the monster ad campaign is designed to dramatically draw attention to the fact that concrete masonry is not a food source for mold.