Diamond Empowerment Fund PSA to air on Monday

A new public service announcement (PSA) will begin airing nationwide on Monday in an effort to draw more attention to—and raise more money for—music mogul and jeweler Russell Simmons' Diamond Empowerment Fund (DEF).

Titled "Diamond Empowerment for Africa's Future," the PSA uses stop-motion animation to tell a fictional tale of how one African boy benefited from diamonds.

The approximately 40-second spot takes viewers through each phase of the boy's life, starting with the medical care he received at birth through the education he received growing up, before concluding with him using that education to become a doctor.

The PSA ends by directing viewers to the DEF's Web site, Diamondempowerment.org.

In an interview with National Jeweler, Simmons, who founded the DEF after a trip to Africa in 2006, said he wants consumers who see the PSA to understand that diamonds do help Africans.

"Many people today think buying diamonds is hurtful," he said, noting he himself used to put buying diamonds on the same level as buying fur in terms of being socially responsible.

The PSA is set to air on cable networks, including VH1, Bravo and TNT.

Executive Creative Directors Walt Connelly and Kash Sree, of New York-based advertising firm JWT, developed the PSA as a pro bono project. Martin Burstrom, of Stockholm, Sweden-based Waytion creative collective, directed the spot.

In addition to reaching consumers, Simmons said he hopes the PSA inspires increased generosity within in the diamond industry.

He said while a number of big-name players have thrown their support behind the DEF, including the Diamond Trading Co.'s Varda Shine and Sally Morrison of the Diamond Information Center, more could be done.

"The industry needs an overhaul," he said. "They need to give more and make it known that they give more."

To view the PSA online, visit: Jwtwo.com.

Founded in 2007, the DEF is a nonprofit organization that aims to raise money to support educational initiatives that develop and empower economically