V I S I T W W W .T O TA L - C L A R I T Y. C O M T O D O W N L O A D T H E R E P O R T

T O T A L C L A R I T Y

S O C I A L

M E D I A

T O O L K I T

WHAT YOU’LL FIN D IN TH I S TO O LKIT

The following pages provide guidelines for how to communicate the release of the Total Clarity report across social media channels and highlight its core messages in ways that are relevant to your audience and key markets.

Throughout this document and in the linked asset repository, you’ll find:

Post copy for Facebook, Twitter, and Instagram

Ready-to-Post image assets sized for each social platform

L AUNCH POST: ANNOUNCING THE REPORT

Social Media Tips and Best Practices

TOTAL CLARITY LAUNCH SOCIAL TOOLKIT 3

If using your own

images and you plan

to boost or advertise

your post, keep copy

overlay on the photo

to less than 20% for

optimal performance

Only high-resolution

photography at

300dpi or greater

should be used if you

opt to use your own

Include the URL

www.Total-Clarity.com

on all social posts

Include #TotalClarity

on all Twitter and

Instagram posts

1 2 3 4

L AUNCH POST: ANNOUNCING THE REPORT

Launch Post: Announcing the ReportThe first posts to be published should announce the release of the report and tout its key findings. Below are three examples of how you can make the

announcement on your social channels. You must use the provided caption but you may replace the provided images with your own jewelry imagery.

TOTAL CLARITY LAUNCH SOCIAL TOOLKIT 4

$16 billionnet socioeconomic environmental benefits every year

G E T TOTA L C L A R I T Y

TOTAL-CLARITY.COM

Get Total Clarity

$16 billionnet socioeconomic environmental benefits every year

G E T TOTA L C L A R I T Y

$16 billionnet socioeconomic environmental benefits every year

G E T TOTA L C L A R I T Y

R E C O M M E N D E D I M AG E R E C O M M E N D E D I M AG E

Learn More c

R E C O M M E N D E D I M AG E

A LT E R N AT E I M AG E A LT E R N AT E I M AG E

Learn More c

A LT E R N AT E I M AG E

$16 billionnet socioeconomic environmental benefits every year

G E T TOTA L C L A R I T Y

C A P T I O N :

Modern diamond mining creates billions in positive socioeconomic and environmental benefits in the countries in which it operates. Go to www.Total-Clarity.com for more facts that will change the way you look at diamond mining.

C A P T I O N :

The #diamond mining industry creates billions in positive socioeconomic and environmental benefits in countries in which it operates. Go to www.Total-Clarity.com for more facts thatwill change the way you look at diamond mining.

C A P T I O N :

Support for local business. Social programs. Indispensable infrastructure. $16 billion US in net socioeconomic and environmental benefits every year. Get #TotalClarity on the lasting positive impact modern #diamond mining has on its employees and the local communities in which it operates. Go to www.Total-Clarity.com for more facts that will change the way you look at diamond mining.

F A C E B O O K T W I T T E R I N S T A G R A M

Highlighting the Findings: Our PeopleA key finding of the report are the socioeconomic benefits that the industry provides to the communities in which they

operate, including jobs and broad economic stimulus. Here are a few examples of how you can highlight that impact:

HIGHLIGHTING THE FINDINGS: OUR PEOPLE

This topic area provides a great opportunity toshowcase the diversity of our workforce—useInstagram’s multiple photo feature to profile adiverse set of employees.

TOTAL CLARITY LAUNCH SOCIAL TOOLKIT 5

Employees of leading diamond producers earn on average 65% more than the average salary of their country. G E T TOTA L C L A R I T Y

R E C O M M E N D E D I M AG E

R E C O M M E N D E D I M AG E S

A LT E R N AT E I M AG E A LT E R N AT E I M AG E

Employees of leading diamond producers earn on average 65% more than the average salary of their country. G E T TOTA L C L A R I T Y

TOTAL-CLARITY.COM

Get Total Clarity

R E C O M M E N D E D I M AG E

Employees of leading diamond producers earn on aver-age 65% more than the average salary of their country.

C A P T I O N :

Employees of the world’s leading diamond companies on average make 65% above the average salary in countries like Botswana, Russia, Canada, and Tanzania. Go to www.Total-Clarity.com for more facts that will change the way you look at diamond mining.

C A P T I O N :

On average, employees of the world’s leading diamond mining companies earn 65% above the average salary in countries like Botswana, Russia, Canada, and Tanzania. Go to www.Total-Clarity.com for more facts that will change the way you look at diamond mining.

C A P T I O N :

Meet just a few of the employees of the world’sleading diamond companies. Modern diamondmining employees and contractors make on average 65% above the average salary and five times the living wage in countries like Botswana, Russia, Canada, and Tanzania. Go to www.Total-Clarity.comfor more facts that will change the way you look at diamond mining.

F A C E B O O K T W I T T E R I N S T A G R A M

Employees of leading diamond producers earn on aver-age 65% more than the average salary of their country.

Highlighting the Findings: Local CommunitiesA key finding of the report are the local investments that the industry makes in the communities

in which they operate. Here are a few examples of how you can highlight that impact:

HIGHLIGHTING THE FINDINGS: LOCAL COMMUNITIES 6TOTAL CLARITY LAUNCH SOCIAL TOOLKIT

TOTAL-CLARITY.COM

Get Total Clarity

$6.8 billiona year for goods and services for local communities

R E C O M M E N D E D I M AG E

$3 billiona year supports local communitiesG E T TOTA L C L A R I T Y

R E C O M M E N D E D I M AG E

A LT E R N AT E I M AG E

$6.8 billiona year for goods and services

for local communities

G E T TOTA L C L A R I T Y

A LT E R N AT E I M AG E

$3 billiona year supports local communitiesG E T TOTA L C L A R I T Y

Learn More c

R E C O M M E N D E D I M AG E

Learn More c

A LT E R N AT E I M AG E

F A C E B O O K T W I T T E R I N S T A G R A M

C A P T I O N :

Modern diamond mining is a long-term partnership with the communities in which leading diamond producers work. Go to www.Total-Clarity.com to learn more about how local sourcing of goods and services impact mining communities, as well as other information that will change the way you look at diamond mining.

C A P T I O N :

On average, #diamond mining provides $3 billion each year to local governments for improvements to infrastructure. In Botswana, that means thousands of miles of paved roads that weren’t there before. Go to www.Total-Clarity.com for more facts that will change the way you look at diamond mining.#TotalClarity

C A P T I O N :

Around the world, an average of $292 million US is invested in social programs that benefit the communities in which leading diamond producers work. Since diamonds were discovered in Botswana in 1967, proceeds from mining have created opportunities for every child to receive free primary schooling. Go to www.Total-Clarity.com to learn more about the lasting impact of modern diamond mining, and get more information that will change the way you look at the industry.

7TOTAL CLARITY LAUNCH SOCIAL TOOLKIT

D O W N L O A D A L L F I L E S

SOCIAL POST FILES

Social Post Files

We’ve created an easily accessible repository of both

editable and post-ready files, including alternate imagery

for each post, that you can download and use for the

Total Clarity report release.