Diff Eyewear is a successful business built around a socially conscious mission. The company makes and sells stylish eyewear with comparable quality but a significantly lower price than luxury eyewear brands. The best part of Diff is its “buy one, get one free” charitable mission. For every pair of Diff sunglasses purchased, the company donates a pair of reading glasses to someone in need. Diff has provided more than 180,000 pairs of reading glasses to underserved communities throughout Africa. Additionally, through its Sabo Project “Pouch Program,” Diff provides fair wages to artisans in Uganda who make protective eyewear carrying cases. It invests the proceeds of that program in a local school and provides health and literacy workshops for community members. Diff promotes its products and mission via a range of social media platforms, primarily Instagram, Facebook, Snapchat, Pinterest, Twitter, and YouTube. It also enlists celebrities such as Demi Lovato and Jessie James Decker. Visit www.diffeyewear.com for more information.

1. Research Diff Eyewear to learn more about its products and to review its mission statement. What recommendations would you make to Diff regarding the visibility of its mission statement on various social media outlets? Explain.
2. Create a new social media campaign for Diff that highlights its socially conscious mission.