Realizing that today’s consumers want to do business with companies that are a force for positive change, the Diamond Empowerment Fund has launched the “Diamonds Do Good” global video messaging campaign. Three sixty-second PSA videos will vividly showcase the correlation between the purchases of diamonds and the positive effects of those purchases on communities throughout the world.

As part of D.E.F.’s Diamonds Do Good mission, the campaign’s consumer-impacting videos target more than eight million Millennials and will rotate on global websites such as Vogue, The New York Times, Instyle, Elle, Vanity Fair, Harper’s Bazaar, and many others.

The social impact initiatives featured in each PSA video can also be found on DiamondsDoGood.com and include these programs: 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 the Diamond Empowerment Fund’s own support of the FlavianaMatata Foundation giving scholarships to young women in Tanzania.

Championing the positive stories behind diamonds is a continuation of the Diamond Empowerment Fund’s effective effort to reach Millennials and all consumers with messaging that builds consumer confidence. Retailers can help educate their customers by sharing the videos on their own social network channels and by posting the videos on their website.

Previously this month, the Diamond Empowerment Fund celebrated its mission to provide education to youth from diamond communities by hosting six student scholars at the highly successful Diamonds Do Good Awards Gala, held June 2 in Las Vegas. The visiting students came from two ofD.E.F.’s beneficiary programs, African Leadership Academy and Botswana Top Achievers.