DEF Launches Global Video Messaging Campaign

(IDEX Online News) – The Diamond Empowerment Fund (DEF) has announced the launch of the “Diamonds Do Good” global video messaging campaign – a series of three sixty-second PSA videos.

The videos, which will target more than 8 million Millennials and 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. ‘

The programs highlighted in the social impact initiatives include 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 giving 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.

The Diamond Empowerment Fund recently hosted six student scholars at its Diamonds Do Good Awards Gala held in Las Vegas at the beginning of the month. The visiting students came from two of the DEF’s beneficiary programs, African Leadership Academy and Botswana Top Achievers.