Within De Beers, we launched #CountMeIn on International Women’s Day 2017, to encourage our colleagues to commit to HeForShe and work together across the business to find solutions to support gender equality for the benefit of all. Since then, we have also been raising awareness of HeForShe through the communities in which we work, with our customers and within the diamond industry.
In March 2021, we joined the HeForShe Alliance, which brings together ambitious leaders across government, the corporate world and civil society to develop the largest set of scalable and shareable solutions for gender equality’s most pressing challenges.
We have also joined the UN Women convened Unstereotype Alliance, which seeks to eradicate harmful stereotypes in media and advertising content. In coalition with partners across many industries, we are working to use advertising as a force for good to drive positive change all over the world.