Carbon Border Adjustment Mechanism (CBAM)

THE CHALLENGE

European Aluminium needed to help EU policymakers understand how CBAM affects the aluminium sector. Their written papers, full of complex statistics and charts, were not receiving sufficient attention, and many decision-makers lacked the time or technical background to read and analyze lengthy documents.

European Aluminium needed a clear and accessible way to explain these issues to EU policymakers, most of whom are not technical experts. The goal was to make busy policymakers understand the problem in under 2 minutes.

THE SOLUTION

Instead of another written paper, we created a concise 1.5-minute explainer video to provide a more straightforward explanation.

The video uses simple visuals and a calm, factual voice to show:

• Why is aluminium affected differently under CBAM
  
  
• How loopholes distort the system
  
  
• What policy changes are needed to make CBAM fair and effective.

It ends with a constructive call: pause aluminium implementation until the rules are fixed, and apply a default carbon value to all unwrought aluminium used in production. 

THE RESULTS

The video helped European Aluminium reach a wider group of policymakers. It turned a complex topic into something people can understand in under two minutes, while supporting their advocacy work with a clear, accurate, and accessible explanation of the issue and the steps needed to address it.

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