Most seem to love it, others think it a gimmicky waste of time and money, while a few question the nuances.
With the Barbie movie currently playing in cinemas amid much hype and hoopla, McAlpine鈥檚 marketing and communications team took their own hard-hatted Barbie dolls out on site and filmed them 鈥榓t work鈥�.
The subsequent short film posted on social media has been generating a lot of reaction.
Most of it is very positive, along the lines of 鈥渁 stroke of genius, well done to the team who put this together鈥� 聽and 鈥渂rilliant guys鈥�.
Chris Clark said: 鈥淭his is the best thing I have seen on LinkedIn for a long time. DE&I barriers in construction still need to be broken down and this is a great way to express that.鈥�
Others, however 鈥� mostly men 鈥� question the premise.
Lee Moore-Ross said: 鈥淚 thought the construction industry was already for everyone. What on earth has a doll got to do with the construction industry?鈥�
Dean Abdilla agreed. 鈥淲e talk about breaking down stereotypes within the construction industry yet all this video is doing is strengthening the stereotypical view of women in construction as 鈥楤arbie鈥�. If the billion pound movie hadn鈥檛 been released and this video was made there would be an uproar that strong independent women should be seen as 鈥楤arbie鈥� in the workplace. I think the video is very good and funny btw but it鈥檚 breaking down all the hard work which has been done to allow a realisation that men and women should be treated as equals within the industry.鈥�
Karl Tindale said: 鈥淲hy does barbie need a pink hat?鈥�
Sir Robert McAlpine鈥檚 team have taken all comments in good grace and responded accordingly. 鈥淲ho says construction can't be fabulous and fun?,鈥� they say.
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