“Dream Gap”: Barbie wants to end gender inequality
“Dream Gap” by Barbie is a project that wants to end gender inequality from a young age.
We like the turn that Mattel is making to its communication regarding its most popular brand: Barbie. She has listened to all those voices that criticized the promotion of inequality to establish themselves as standard-bearers of the feminist movement.
Now, to celebrate the International Day of the Girl, they have launched a new global advertising campaign. A project for us to reflect on the education we give our children and encourage respect for them.
The project is called “Dream Gap” and is based on a very powerful speech narrated by girls from around the world. It is based on a study that shows that girls stop believing at 5 years that they can become scientists, presidents, engineers or CEO of large companies.
Some of the reasons are that girls have three times fewer options to receive a scientific toy than a child; or that parents when they search on Google do so with the terms “Does my child have talent?” instead of using the feminine one.
“Dream Gap” by Barbie is a campaign designed to change the habits of parents regarding their children and that they are free to follow their path without being stigmatized by society. The initiative has a microsite to give information, advice and help to transform society.
And is that the normalization of gender equality is something that companies are betting on.