The Barbie Summit was an international conference for kids on
Peace and Freedom. Thirty delegates from around the world met
at New York to share their views on "One child, one world".
To select the delegate from India, Ogilvy & Mather's client
Leo Mattel held a Painting/Drawing Contest in schools. The Regional
winners selected from this contest then participated in an on-the-sport
essay-writing contest followed by an interview to decide the
National Winner, who got a free seven-day trip to New York with
an accompanying adult, to participate in the conference and
to meet America's First Lady Barbara Bush.
The blurbs in this poster highlighted some facts about war,
the environment and social issues that faced the world at that
time. This promotion used direct mailers to enlist the support
of parents and schools to promote a worthy cause - world peace.
Barbie dolls which were seen as expensive and frivolous, got
the positive "rub-off effect" of encouraging good
values.
