The Diamond Empowerment Fund (DEF), whose Diamonds Do Good Initiative seeks to tell positive stories behind diamonds by highlighting the collective good works of the diamond and jewelry industries in diamond communities and areas where the industry does business, has announced the launch of the “Diamonds Do Good” video messaging campaign – a series of three sixty-second videos. The videos will rotate on global websites such as Vogue, The New York Times, Elle, Vanity Fair and Harper’s Bazaar, will showcase the correlation between the purchases of diamonds and the positive effects of those purchases on communities throughout the world. Retailers are also encouraged to educate their customers about the positive impact of the diamond trade by sharing the videos on their own social network channels and by posting the videos on their website.
The videos (click on links to watch) highlight the following social impact initiatives: Forvermark’s support of the Zimbele business loan program in South Africa, Rio Tinto’s support of sustainable development and clean water through the Bunder project in India, and the DEF’s own support of the Flaviana Matata Foundation, which provides scholarships to young women in Tanzania. The DEF hopes to reach Millennials and others with the campaign and help to build messages to sustain consumer confidence. It is also encouraging retailers to help educate customers by sharing the videos on their own social network channels. On June 2 in Las Vegas, the Diamond Empowerment Fund highlighted its mission to provide education to youth from diamond communities by hosting six student scholars at the Diamonds Do Good Awards gala. The visiting students came from two of DEF’s beneficiary programs, African Leadership Academy and Botswana Top Achievers.