Barbie: Never Before Barbie

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. 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.