The first video in the Diamond Empowerment Fund’s (DEF) campaign Real Stories, Real Diamonds, Real Impact targeted at millennials, appears to have had a mega impact, notching up a massive 11 million impressions in the first month alone.

Entitled ‘Conservation’, it has had 7 million views of at least :30 seconds, and 5 million views of the entire video. The video has been uploaded both on the Diamonds Do Good website as well as on YouTube.

According to YouTube, “this is a surprisingly high rate of completion, especially considering the longer length of the video.”

The educational video series highlights positive stories associated with the diamond industry, and will be available through an online video library from where retailers can share it with their customers. The project has been supported by a grant the D.E.F received from the JCK Industry Fund, and media support was augmented through an in-kind donation by the Diamond Producers Association (DPA). 

In November, the Diamond Empowerment Fund launched the ‘Real Stories, Real Diamonds, Real Impact Proposal Contest’ with the winners being sent to Botswana in 2019, to see first-hand the positive impact of diamonds and share their experience through social media.

D.E.F President, Anna Martin, Sr. VP of GIA says, “Educating the younger generation on the good diamonds do and inviting them to engage in this narrative will help boost consumer confidence and ultimately demand for diamond.”

Pic caption: A still from the video ‘Conservation’

Pic courtesy: D.E.F