A one-minute video promoting the conservation efforts by diamond miners has garnered 11 million impressions in one month alone, according to Diamond World. The video, called “Conservation” and made by the Diamond Empowerment Fund (D.E.F), was uploaded on YouTube on October 30, and has more than 12 million impressions as of December 6.
“Conservation” is the first video in D.E.F’s new “Real Stories, Real Diamonds, Real Impact” campaign, targeting Millennials, in an effort to educate the public on the positive stories behind diamonds. In November, the video garnered 7 million views of at least 30 seconds, and 5 million views of the entire vide – “a surprisingly high rate of completion, especially considering the longer length of the video”, according to YouTube.
D.E.F President and Senior VP at GIA, Anna Martin, commented: “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 diamonds”.
