DEF Cable Spot to Highlight Origins of Diamond Jewelry in Africa
June 18, 08 by IDEX Online Staff Reporter
A Public Service Announcement (PSA) raising awareness for Russell Simmons’ non-profit Diamond Empowerment Fund (DEF) will air on cable networks in the U.S., beginning June 23. The PSA was developed as a pro bono project by JWT NY to encourage jewelers and jewelry consumers to think about where their jewelry comes from and who benefits from it.
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A PSA by Russell Simmons’ DEF shows a
child becoming a doctor to highlight how
diamond jewelry benefits Africa
Screen shots from the DEF PSA
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"This PSA is a call to action for socially conscious consumers that they can buy something beautiful and contribute to something meaningful," emphasized Simmons.
"I am happy to see a major industry campaign like the Diamond Information Center putting its support behind DEF's mission. There's an open invitation to the entire jewelry industry to join us and participate in this important cause."
The spot, directed by Martin Burström of Stockholm-based Waytion creative collective, uses stop motion and illustration to explain how the diamond jewelry that people wear means real benefits to the people of Sub-Saharan Africa where diamonds are mined.
The illustrations follow the life of an African boy as each piece of jewelry shown turns into a brief scene depicting the development of his community and his education.
VH1, Bravo, and TNT are some of the cable stations that will air the PSA.
DEF’s works to raise money to support education initiatives that develop and empower economically disadvantaged people in African nations where diamonds are a natural resource.
