Nadine Bloxsome, CEO of ALFED, has launched a campaign called “The Element of Choice” that seeks to change public, political, and industrial perception of aluminum. The initiative uses digital and audiovisual content to highlight the fundamental importance of aluminum in building a more resilient and low-carbon British economy.
This campaign calls for a national effort to harness the full potential offered by this strategic material. Bloxsome emphasizes that aluminum is not just another material, but an essential resource for the UK’s industrial future, key to advancing towards carbon neutrality, economic security, and technological innovation.
The official launch took place on June 5, 2025, during the ALFED Sustainability Strategy Day, held at the British Motor Museum. The event featured the premiere of the documentary “The Element of Choice”, produced by ALFED in collaboration with Content With Purpose (CWP), which explores the vital role that aluminum plays in creating a sustainable future.
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