Warner Bros. Discovery has announced it is launching a global girls’ empowerment initiative in connection with the upcoming Barbie movie.
The multi-faceted campaign, benefiting worldwide humanitarian organisation Save the Children, will help girls around the world receive the learning resources and support they need to make their dreams a reality. Mattel, creator of the global icon Barbie, has partnered with Save the Children for nearly two decades and launched the Barbie Dream Gap Project in 2018; both will partner with WBD on the new campaign.
The campaign will receive global attention on WBD linear, digital and social platforms. Initiatives include an in-show integration on HGTV’s “Barbie Dreamhouse Challenge”, consumer activations through brand partnership, and a Charity Buzz auction which features tickets to the Los Angeles and London premieres of the movie, among other exciting items.
“Warner Bros. Discovery is a long-standing supporter of Save the Children, so we are tickled pink to tap into the movie ‘Barbie’ to inspire and nurture the limitless potential in young girls around the world,” said Louise Soper, senior vice president, Global Brand Partnerships for Warner Bros. Pictures. “From astronaut, journalist, entrepreneur and now movie star, Barbie’s over 250 inspirational careers remind us that you can be whatever you want to be, and give back to your community too.”
Additionally, stars of the Barbie movie, including Margot Robbie, America Ferrera, Kate McKinnon, Simu Liu and Will Ferrell, filmed a text-to-donate message that encourages viewers to text ‘Barbie’ to 707070 and join WBD in supporting the work of Save the Children.
Luciana Bonifacio, Save the Children’s chief development officer, commented: “Save the Children was established by a woman who believed she could accomplish things others didn’t believe were possible. That legacy still guides us today as we work to see girls everywhere embrace their potential. This is why we are excited to partner with Warner Bros. Discovery, Mattel, and the Barbie movie to provide girls in the US and around the world access to education and resources, encouraging them to believe in their own potential and achieve their dreams.”
In the US, the partnership will support Save the Children’s early education, summer and after school programming to ensure children and their families have the resources and support needed to reach their full potential. Internationally, it will support Save the Children’s girls’ empowerment programming by providing services across education, health, justice and child protection sectors.
