Some students at Duke University are appealing online and through a YouTube video to Duke Fuqua Business School MBA Tim Cook to embrace production of “conflict-free” Apple devices by the 2013 holiday season.

Cooke is chief executive officer at Apple (Nasdaq: APPL).

The Duke students have embraced an online petition at Change.org that is asking industry to refrain from using minerals mined in the eastern Congo. The petition was launched by an activist and attorney who is fighting human rights abuses.

“The mission of our alma mater revolves around a key principle: ‘to help those who suffer,’” the students said in a statement distributed by Change.org. “Every day at Duke, we students are trained to leverage our education to guarantee human rights across the world. We’re currently lobbying our administration to enact an investment resolution to encourage leaders like you to stand up for peace in Congo. But we have a feeling that you, as a former Dukie, already know the right thing to do. Once a Blue Devil, always a Blue Devil.”

Watch the video here.

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