DPA Seeks to Eradicate Diamond Misconceptions

RAPAPORT... The Diamond Producers Association (DPA) has released a campaign that aims to challenge misconceptions about diamond mining inan effort to capture millennial consumers. "The goal is to convey some of the key facts and truthsabout natural diamonds in a compelling, cinematic way that will engageviewers," a DPA spokesperson told Rapaport News last week. The video, called Essential Diamond Truths, provides factsabout the industry, including how diamonds are formed, why they are consideredrare, and their socioeconomic value. The campaign also tackles the Kimberley Processand conflict diamonds, as well as the environmental footprint associated withnatural diamonds. "There are many outdated misconceptions about the diamondindustry, and we wanted to present these essential diamond truths, many ofwhich consumers are unaware of, in a fresh, elevated way to capture theattention of our core target audience, millennial consumers," the spokespersonexplained. The DPA has published the content on its social-mediachannels, 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...waygoing forward," the spokesperson added. "We've received great feedback on thisparticular piece of content." Image: A still from the new DPA campaign. (Diamond Producers Association)