Ahead of the global theatrical premiere of Barbie, starring Margot Robbie, Warner Bros. Discovery and Mattel are partnering with Save the Children on a campaign intended to empower and inspire girls to work toward their dreams.

Mattel has been working in partnership with Save the Children since 2018 when they launched the Barbie Dream Gap Project. The campaign around the movie includes text-to-donate public service announcements (PSAs), a Charity Buzz auction featuring tickets to the Los Angeles and London premieres of the movie, and multi-platform brand integrations.

The above PSA features Robbie and co-stars America Ferrera, Kate McKinnon, Simu Liu and Will Ferrell encouraging viewers to text the word ‘Barbie’ to 707070 to donate to Save the Children. The PSA is airing on Warner Bros. Discovery platforms around the world, from sports and streaming to broadcast and cable.

In the U.S., the partnership supports 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 goals. Internationally, it supports Save the Children’s girls’ empowerment programming by providing services across education, health, justice and child protection sectors.

Barbie premieres in theaters on Friday, July 21.

Tags: barbie mattel psa save the children warner bros. discovery warner bros. pictures


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