Mattel Australia and Clemenger BBDO Melbourne have launched Never Before Barbie, 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.
To bring the campaign to life and continue inspiring girls that they can be anything, Never Before Barbie has partnered with one of Australia's very own female firsts, Ita Buttrose, who's sharing her inspirational story as the first female to edit a major metropolitan newspaper, re-enforcing the Barbie brand ethos of You Can Be Anything.
The campaign rolls-out across social, print and PR, with Never Before Barbie launching last Sunday as the front cover and feature story in News Corp's Stellar Magazine, in addition to an influencer engagement campaign and partnership with Australia's largest community for women, Business Chicks.
Says Chedney Rodgers, marketing director at Mattel: "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 Barbie 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 Barbie 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."
Says Paige Prettyman, group business director, Clemenger BBDO Melbourne: "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."