Mattel’s Barbie has partnered with commercial radio station Heart, to celebrate the “power of women supporting women”.

In the lead up to International Women’s Day (IWD) tomorrow (8 March), Heart’s listeners have nominated their female role models, for the chance to have their message plastered over a billboard or shared on air.

Those who submitted a message could be in with the chance of winning an overnight stay in the capital for two, a Women of London walking tour and a £250 Smyths Toy Superstore voucher.

Kelly Philp, head of brand marketing at Mattel UK said: “This year, the Barbie brand is proud to celebrate the power of female friendship and the positive benefits this can have to enable the limitless potential of women and girls.”

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“We are thrilled to bring this message to the nation this week, through our partnership with Global on Heart, part of our strategy to innovate our purpose-driven marketing initiatives,” she added.

As part of the drive, Heart Breakfast’s host Amanda Holden and mid-morning presenter Pandora Christie pressed a huge Barbie pink button on air, lighting up billboards across the country with listener’s messages.

It’s audience at home can join in the fun by tagging photos of the special women in their life with the hashtag, #BarbieLimitlessFriendship.

The activation will run across presenter live reads, co-branded content, sponsorships and social media.