Concrete Cares made a big impact at World of Concrete, bringing awareness to children stricken by cancer. A tall pink concrete bunny was unveiled on Tuesday morning after the show opened. The nonprofit organization also gave away 10,000 concrete hearts for a donation toward the cause. All funds went to Candlelighters Childhood Cancer Foundation of Nevada.

Mike Murray, co-founder of Concrete Cares, started Murray Decorative Concrete Supply in the 1980s, but felt like he wasn’t making a difference. In 2014, Murray sold his company and moved to Arkansas where he works full time on Concrete Cares.

“Our goal is to use concrete to make a difference in the lives of people affected by cancer,” says Murray.

See Mike Murray tell Bill Palmer about Concrete Cares at CC Live.