How 'Barbie: The Movie' Launched a Global Fundraising Campaign to Empower Girls with Pledge

$1,500,000+
Donations Raised
50,000+
Donors Worldwide

Overview

As 'Barbie: The Movie' captivated audiences worldwide, it sought to extend its message of empowerment beyond the screen. By partnering with Pledge, 'Barbie: The Movie' launched a global fundraising campaign to support Save the Children's girls' empowerment programs. The campaign focused on closing the "Dream Gap"—the barriers that prevent young girls from reaching their full potential. Through this initiative, the movie’s audience helped raise over $1.5M, directly benefiting girls around the world.

The Challenge

The creators of 'Barbie: The Movie' wanted to leverage the film’s global reach to raise awareness and funds for a cause that aligned with Barbie’s long-standing message of female empowerment. They needed a seamless, global fundraising solution that would allow fans to donate easily, whether through social media, mobile giving, or in-person events. Additionally, they wanted to ensure that the campaign could make an immediate impact, specifically supporting Save the Children's efforts to close the Dream Gap.

The Solution

Fundraiser Page Donation Form Text-To-Donate

By partnering with Pledge, 'Barbie: The Movie' launched a worldwide fundraising campaign that enabled fans to contribute directly to Save the Children's girls' empowerment programs. The campaign used Pledge’s donation forms, QR codes, and text-to-donate features, ensuring accessibility across all platforms. Through the easy-to-use donation tools, audiences could make contributions in real-time, whether online, on mobile, or at events tied to the movie’s global release. This seamless integration resulted in over $1.5M raised from 50,000+ donors, making a significant impact in closing the Dream Gap and empowering young girls worldwide. 🌍💖 Film superstars Margot Robbie, America Ferrera, Kate McKinnon, Simu Liu, and Will Ferrell also appeared in a text-to-donate PSA that aired across WBD's linear, digital, and social platforms to raise money for Save the Children. To donate, text BARBIE to 707070 or visit their fundraiser page: https://www.pledge.to/save-the-children-us 

Lisa McKnight, Executive Vice President and Global Head of Barbie and Dolls
Mattel

As the original girl empowerment brand, we couldn’t be more proud to join Warner Bros. Discovery during this exciting moment in Barbie’s history to support Save the Children. Barbie launched the Dream Gap Project with a global effort to level the playing field for girls, which cannot be done alone. Together, Mattel and Warner Bros. Discovery are partnering with Save the Children to help girls reach their full potential.