Rohm
and Haas Company 100 Independence
Mall West
Philadelphia, PA 19106-2399
“Coat
It, You’re Covered!™” Education
Campaign Launched
To Help California Builders Meet New Title 24 Energy
Code Revisions
Spring House,
PA, October 1, 2005 – Rohm
and Haas Company, the Philadelphia-based
specialty materials company (NYSE:
ROH), is launching its “Coat
It, You’re Covered!™” cool
roof education campaign as California’s
stricter building energy efficiency
standards (Title 24) become law
today.
The objective of the campaign
is to increase awareness among professionals in the state’s commercial
building sector that specifying acrylic elastomeric “cool roof” coating
technology is a simple, effective solution to comply with new, stricter Title
24 regulations. The education campaign provides California builders with information
that shows how and why acrylic roof coatings lower roof temperatures and energy
loads on buildings while still permitting the use of the most frequently specified
commercial roofing systems including common modified bitumen (mod-bit), EPDM,
metal and built-up roof (BUR) systems. All of the educational elements for the
campaign are available at www.rooftopics.com. Rohm
and Haas has been a leader in technology for elastomeric coatings for the roofing
industry for more than 20 years.
“These more complicated
and sometimes confusing energy regulations, aimed at reducing energy consumption
in the state, don’t necessarily require more expensive building plans and
building envelope designs to ensure that commercial buildings comply with Title
24 standards,” said Bernadette Corujo, market manager for Rohm and Haas. “By
specifying cool roofs created with selected acrylic white roof coatings, contractors
may continue installing traditional roofing systems, including black rubber membrane
or metal, and still meet the new codes by applying a 20 mil layer of acrylic
white roof coating,” said Corujo. “Builders and contractors don’t
have to replace their current inventories of traditional roofing systems and
materials to meet the revised Title 24 regulations. Architects and their roofing
system consultants still can specify a more simple roofing solution for their
customers seeking compliance with the new standards,” she added.
“Coat It, You’re Covered!” Campaign
Says It All
Rohm and Haas Company said they
selected the name of their new elastomeric roof coating (ERC) education campaign
because it is simple and effective, just like ERC technology’s ability
to meet Title 24 regulations.
“Architects, building designers,
roofing system consultants and their building materials specifier colleagues
all must manage a constant flow of compliance regulations and make decisions
to meet them,” said Corujo. “The message of our campaign is that
ERC technology can help California commercial building professionals make a
fast and easy decision about meeting Title 24 and worry about one less thing.”
“Roofing design consultants
can specify white 100 percent acrylic ERC as part of their commercial roofing
system and be confident their decision meets new Title 24 requirements without
complicating the construction process, changing original roofing system and materials
specifications or adding unanticipated costs,” Corujo stated. “In
short our new campaign, ‘Coat It, You’re Covered!,’ is an important
message for those affected by the new Title 24 standards, because ERC technology
provides a simple and preferred decision toward compliance. It’s a decision
that can be made with confidence because of the proven field performance of
these roof coatings.”
In addition, Corujo said messages
and modules of the “Coat It, You’re Covered!” ERC education
campaign will be communicated in national building trade media, California
business media and also in live presentations and seminars being developed
for building industry meetings and conferences over the next year.
Joseph Rokowski of the Rohm and
Haas Elastomeric Roof Coating Laboratory said the education campaign provides
energy performance details of ERC technology along with application information
to help integrate the ERC process easily into construction cycles.
Why “You’re
Covered” with ERC
Rokowski said the application of a water-based elastomeric
white roof coating is a safe and simple process, utilizing a spray gun, roller
or brush. He said this family of roof coatings is highly flexible, even at surface
temperatures as low as -15°F, providing high crack resistance and the ability
to tolerate the expansion and contraction of the roof substrate.
“These acrylic white roof
coatings are lightweight and resistant to UV degradation, yet offer superior
adhesion to many roofing substrates including new or aged BURs, modified bitumen,
black rubber membrane and metal,” Rokowski explained.
However, he said it is the ability of these acrylic white roofing coatings
to reduce heat gain in a building—thereby lowering the amount of
energy needed to cool the building—that enables ERC products
to help with compliance of the new Title 24 standards.
Types of Buildings Affected by Title 24
Title 24 regulations require
that all newly constructed, mechanically air conditioned, nonresidential buildings
with low-sloped roofs must comply with the stricter building energy efficiency
standards, that are effective October 1, 2005. The regulations also apply to
building alterations or additions, including reroofing projects where more
than half of the roof or 2,000 square feet (which ever is less) is being replaced.
These standards apply to office buildings, restaurants, commercial/industrial
buildings, churches, schools, theaters, grocery stores and some apartment buildings.
Title 24 regulations mandate
that the entire building envelope—doors, windows, insulation, cooling system
and roof—work together to reduce the total amount of energy required
to operate the building while maintaining indoor environmental comfort.
Each building affected by Title
24 will have an energy “budget” assigned by the California Energy
Commission, based on a computer simulation of the building’s one-year energy
use. It is the responsibility of the building’s designers to develop
a prescription of energy-efficiency features to comply with Title 24 regulations.
Redefining California “Cool”
Rohm and Haas expects these new
Title 24 standards will place more emphasis on “cool” roofing materials
and systems which have been shown to reduce energy bills. Selected acrylic elastomeric
white roof coatings, that contain performance ingredients developed andmanufactured
by Rohm and Haas, can be applied to enable a roof to qualify as a “cool
roof” under the new Title 24 standards.
“Cool roof” products
used for new construction or major reroofing must be reviewed by the Cool Roofing
Rating Council (CRRC), the recognized, national non-profit association that evaluates
and rates the radiative properties and energy performance parameters for “cool
roof” surfaces.
As specified in Title 24, California “cool
roofs” must have a 0.70 or greater rating for solar reflectivity (the amount
of solar energy that is reflected back to the sky) and a 0.75 or greater rating
for infrared emissivity (the ability of the surface to release built-up heat
away from the surface). Along with increased insulation, highly reflective and
highly emissive roofing products, such as acrylic white roof coatings, can reduce
the amount of heat transferred into the building by radiational heating. The
air conditioning system of a building with a “cool roof” doesn’t
have to work as hard to maintain the indoor temperature, using less electricity
as a result.
Coat It, You’re Covered!™ is
a trademark of Rohm and Haas Company.
ERC Education and Tools for Building Professionals
About Rohm
and Haas Company
Rohm and Haas (NYSE:
ROH) is a worldwide producer of specialty
materials.
The company has annual sales
of approximately $6.4 billion (US)
with more than 100 plants and research
facilities in 27 countries. Rohm and
Haas technology is found in paint and
coatings, adhesives and sealants, construction
materials, personal computers and electronic
components, household cleaning goods
and thousands of other everyday products.
Additional information about Rohm and
Haas can be found at www.rohmhaas.com.
Media Contacts:
Ted Sikorski
RT&E Integrated Communications
302 429-5132
tsikorski@rteideas.com
Theresa Zuroick
RT&E Integrated Communications
302 429-5162
tzuroick@rteideas.com
Editors’ Note: “Coat It, You’re Covered!” News,
Facts and Visuals available at
www.rohmhaas.com.
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