DPA Seeks to Eradicate Diamond Misconceptions

RAPAPORT… The Diamond Producers Association (DPA) has released a campaign that aims to challenge misconceptions about diamond mining in
an effort to capture millennial consumers.



“The goal is to convey some of the key facts and truths
about natural diamonds in a compelling, cinematic way that will engage
viewers,” a DPA spokesperson told Rapaport News last week.



The video, called Essential Diamond Truths, provides facts
about the industry, including how diamonds are formed, why they are considered
rare, and their socioeconomic value. The campaign also tackles the Kimberley Process
and conflict diamonds, as well as the environmental footprint associated with
natural diamonds.


“There are many outdated misconceptions about the diamond
industry, and we wanted to present these essential diamond truths, many of
which consumers are unaware of, in a fresh, elevated way to capture the
attention of our core target audience, millennial consumers,” the spokesperson
explained.


The DPA has published the content on its social-media
channels, and is also making it available to retailers and the diamond trade.
It intends to continue using this artistic style for its upcoming campaigns.


“We’ll continue to tell the diamond story in a similar…way
going forward,” the spokesperson added. “We’ve received great feedback on this
particular piece of content.”


Image: A still from the new DPA campaign. (Diamond Producers Association)