DEF launches global video campaign

National Jeweler

New York–The Diamond Empowerment Fund has a new global video messaging campaign designed to reinforce its message: that diamonds contribute positively to the communities where they are mined.
The “Diamonds Do Good” campaign consists of three consumer-targeted, 60-second public service announcements that will reach more than 8 million millennials, DEF said, rotating on websites including Vogue, The New York Times, InStyle, Elle, Vanity Fair and Harper’s Bazaar.

The social impact programs featured in each of the three PSAs also can be found on

They are: Forevermark’s support of the Zimele business loan program in South Africa, Rio Tinto’s support of sustainable development and clean water through the Bunder project in India and DEF’s support of the Flaviana Matata Foundation, which provides scholarships to young women in Tanzania.

DEF said jewelers can help educate their customers about the good that diamonds do by sharing the PSAs on their websites and/or social media channels.

For more information, contact DEF Executive Director Nancy Orem Lyman at

Source National Jeweler