The New Brunswick Road Builders and Heavy Construction Association is launching a public campaign to convince the provincial government to spend more money on roads.
Executive director Tom McGinn says more than 1,000 jobs have been lost in the industry in recent years.
He says investing in roads would put a stop to road deterioration, create jobs and prevent more costly repairs in the future.
McGinn wants the government to commit to spending $150 million on road maintenance every year, but he knows it's a tough sell.
"We know the situation the government is in, but we feel that the cuts that they've made to the transportation infrastructure has been too much, and it's time that it start moving the other way," he said.
McGinn points to a 2012 auditor general's report that says highway maintenance will be underfunded by about $200 million over a four-year period.
His association will be taking out newspaper ads and using social media to get the word out in time for the capital budget in December.
The association is a non-profit organization representing contractors, support service firms, suppliers and engineers.