Mattel Tackles Gender Diversity Issue With ‘Never Before Barbie’ Via Clems Melbourne

Mattel Tackles Gender Diversity Issue With ‘Never Before Barbie’ Via Clems Melbourne
B&T Magazine
By B&T Magazine



Mattel Australia and Clemenger BBDO Melbourne have launched a one-of-a-kind range of dolls created to highlight the lack of gender diversity in senior leadership positions across the country.

Based on the adage that you can’t be what you can’t see, the ‘Never Before Barbie’ range features six dolls themed in roles that have never before been held by women.

The roles include: chairman of the AFL, commissioner of the Australian Federal Police, governor of the Australian Reserve Bank, head of ASIO, president of the Australian Olympic Committee, and first woman on the Moon.

Never Before Barbie range

To bring the campaign to life and continue inspiring girls that they can be anything, Never Before Barbie has partnered with Ita Buttrose, who’s sharing her inspirational story as the first female to edit a major metropolitan newspaper.

The campaign rolls out across social, print and PR, with Never Before Barbie recently launching as the front cover and feature story for News Corp’s Stellar magazine, in addition to an influencer engagement campaign and partnership with Aussie female community Business Chicks.

Chedney Rodgers, marketing director at Mattel, said: “By shining a light on these roles and the large number of roles nationwide that have never been filled by women, we hope to act as a role model for young girls and encourage them to strive for leadership positions in whatever career path they choose.

“From the very beginning when Ruth Handler first created BarbieÒ in 1959, her entire philosophy was that through the doll, young girls could be anything they wanted to be.

“The Never Before Barbie campaign stays true to Ruth’s vision and ensures BarbieÒ represents the choices that women have in life and doing our small part to helping the next generation of women break through glass ceilings across the country.”

Clemenger BBDO Melbourne group business director Paige Prettyman said: “We are proud to create a campaign that hopefully inspires women and girls that they can not only be part of perceived male-dominated industries, but they can make it to the top job.”

“This campaign is a statement of how far society has to go, but equally, something tangible for this generation and the next to see and aspire to reach.”




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