Investing in local communities, sustainable management of precious natural resources, promoting female empowerment and investing in education. Not what you’d normally associate with diamond production – but this is ‘the other side of the diamond industry’. The side the newly named and re-branded Natural Diamond Council (NDC) want the world to know about. Their members – the world’s top diamond producers – have signed up to a series of pledges, aligned with the UN’s Sustainable Development Goals, to create a better future for its people and the planet.
We were asked to bring this ‘side’ of the diamond industry to light through a sub-brand to promote the members ethical and sustainable approach to diamond production. The brand was launched on the new NDC website by an interactive global map, pinpointing the member mines and the good work they are doing. Subsequently, working together with comms agency Eco-Age, we have created a suite of content for an ongoing digital and social media campaign. Our work includes an animated film telling the ‘story of a diamond’, illustrations of pioneering women in the industry, animated facts and videos, and an animation to accompany the diamond legends told by indigenous people.