'Diamonds Do Good' Campaign Highlights Positive Impact Diamond Industry Has on Communities Around the World

In the Madhya Pradesh region of central India, 4,700 villagers now have access to clean drinking water thanks to the initiatives of diamond producer Rio Tinto.

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In the Siberian town of Mirny, 2,000 youngsters take part in more than a dozen sporting activities offered at the state-of-the-art Cultural and Sports Complex built and funded by the diamond mining company ALROSA.

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And in Africa, the Diamond Empowerment Fund is providing promising youth with access to higher education.

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These are just a few stories featured on the new "Diamonds Do Good" website, which focuses on the positive impact the diamond industry is making on communities around the world. In addition to the website and its related social media pages on Twitter, Facebook, Instagram and Pinterest, the "Diamonds Do Good" messaging will include three 60-second Public Service Announcements (PSAs).

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The aim of the "Diamonds Do Good" initiative is to inspire consumers with the great stories behind diamonds. These powerful, positive video vignettes are being targeted at more than eight million Millennials (people born between 1982 and 2004). Videos will rotate on the highly trafficked websites of Vogue, The New York Times, InStyle, Elle, Vanity Fair, Harper's Bazaar and others.

Since it was founded in 2007 by business entrepreneur Russell Simmons and leaders in the diamond and jewelry industries, the nonprofit Diamond Empowerment Fund (D.E.F.) has had one mission: to help diamond communities become strong, stable, prosperous, and socially empowered.

Through the generosity and dedication of the diamond industry and its affiliates, Simmons' vision has become a reality. ALROSA, for example, reportedly allocates 5% of its revenue towards social programs, and puts social policy at the core of its mission.

Credits: Instagram/diamondsdogood; www.diamondsdogood.com.

Howard Cohen

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