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Hi Manuel

Behaviour change is hugely important to reducing our impact on the environment. The construction industry, for example, is responsible for:

60% of the raw materials processed world-wide,
50% of man-made carbon dioxide is produced through the operation of buildings.
20% of all materials delivered to a construction site end up in landfill.

So we as construction professionals have to turn around our behaviour as well as expecting consumers to do the same.

We have been successful in ensuring that the story we have to tell is a good one. We lay as much importance on how we tell that story as we do on ensuring the sustainability of what we do.

The concept we have proved through a number of buildings already

(check out http://www.modcell.co.uk/page/projects)

but we have also been successful in marketing and awareness. We won Off Site Construction Magazine's Best Product of the Year 2008 (offsite construction magazine is all about Prefabrication of buildings) and we beat of competition from a number of multi national organisation with well established industry track records.

This year we won Sustain Magazine's Product of the Year 2009 for our sustainability of ModCell.

We have worked hard to promote our ideas in the media and we delivered the UK TV Channel 4's Grand Designs - The House that Kevin Built for Kevin McCloud, where we built a house live on television over 5 days, going out live every night nationally. (http://www.channel4.com/4homes/on-tv/grand-designs/grand-designs-extras/grand-designs-live-the-house-that-kevin-built-08-06-20_p_1.html)

Where originally we found scepticism from the world of mainstream construction, we now find enthusiasm for what we do and we are currently working with a world famous architect to deliver one of the largest straw bale constructions in the world.

Watch this space for more!

For us the simply relying on the sustainability of photosynthetic materials is not enough. We think the message and how it is put across should not harrang people into changing their behaviour. Rather, it should be seen as the coolest option!

Craig