Sources: Concrete Masonry Checkoff Board, Denver; CP staff
The Concrete Masonry Checkoff demonstrates a capacity to move quickly on timely matters with The Beauty of Block. The national campaign premiered this month as www.beautyofblock.com went live, conveying a message of product aesthetic and performance characteristics for architectural, engineering and construction professionals. The site states the case for concrete block in Style, Savings, Safety, Sustainability and Strength sections. Each leads off with brief overviews, followed by succinct Benefits bullet points and a commercial building case history underscoring section attribute. The sections lead into a Frequently Asked Questions roster, whose first two points address carbon dioxide emissions factors that are top of mind for design and engineering professionals weighing cement-based product specifications.
“At its core, this campaign is about shining a light on some of the lesser-known benefits of concrete block,” says CMC CEO Kim Spahn. “Most people associate our product with brute strength, but that’s just the beginning. It’s safe, stunning and a model of efficiency.” The Beauty of Block acknowledges the new world we live in, she adds, noting “When you consider the realities of worsening climate extremes and urgency to curb carbon emissions, the manner in which we build must evolve. The need for safer, more resilient structures is now table stakes.”
“This is an exciting opportunity to partner with project designers and help them take advantage of concrete masonry’s full range of capabilities,” affirms CMC National Design Technical Director Riley Dvorak. “Whatever type of structure or style you’re seeking, it’s likely to benefit from the all-around appeal of concrete masonry. Our goal is to open the door for wall systems that perform better, last longer, cost less, and look extraordinary.”
A 10-year-plus Rinker Materials pipe and precast veteran, Dvorak joined CMC in July to oversee the Design Assistance program. Through an online portal and individual user outreach, the program will provide AEC professionals with design and practice essentials for gray or architectural CMU walls. Design Assistance and The Beauty of Block lead the 2024-2025 CMC national program investments. Along with 20-plus other national or regional projects, they are funded with inaugural and second year CMC Board collections—one cent per concrete block sold in the U.S. for building applications.
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