"Firstly we're looking to make concrete homes a whole lot easier for architectural designers," explains Grant Thomas, Marketing Manager at C&CA.

"We've got research that indicates there are a number of perceived barriers, myths and misconceptions out there about concrete homes that need to be addressed. One of the perceived barriers is the need to involve an engineer in the design process. It's important that architects don't view engineering design as a costly hassle.

"Although it is possible for an architect to design concrete masonry homes using NZS 4229, more often than not a professional engineering design will be required. However, with many larger homes an engineering design will also be required for light timber frame construction and therefore designing in concrete does not necessarily involve additional cost. It is important to consider the total design and construction cost, not just individual elements in isolation".

"We want to hear from engineers and contractors experienced in residential concrete construction systems as these are the people who can help provide a cost competitive concrete home. Access to our database of `residential concrete champions' is an important part of our service to designers. We're also aware that there's a job to do in shifting designer and client thinking from light timber frame to concrete. But in real terms, the issues are primarily matters of client education and designer familiarity. These are both areas that Cement Your Ideas in Concrete tackles head-on.

"Secondly, the programme is about enabling participating design practices to take commercial advantage of what we see as an accelerating growth in consumer demand for concrete homes. Concrete homes work, and new construction systems offer a comparable cost solution to light timber frame systems.

"The success of design practices that have already established concrete homes as a competency testifies to the commercial opportunities this product creates," says Grant. But while C&CA envisages significant commercial benefit for participating architectural practices, they also believe the programme will benefit a wide range of players in the construction and materials supply industries, including those involved in the engineering design.

Increasing demand

Grant argues that consumer demand for concrete homes is already on the climb. "As it stands, interest in concrete home construction is on the increase. But consider the incredible growth in new housing of light timber frame construction which is then finished in plaster to emulate concrete construction! With contemporary concrete construction systems there's now no reason why people can't have the `real thing' for a similar cost _ but with the unique sound insulation, thermal mass and aesthetic benefits concrete can offer."