Schweppes, a beverage company, partnered with Ogilvy Brazil to create aÂ smart club dress that was outfitted with sensors that records every time the wearer is touched. In a new campaign titled, â€œThe Dress for Respect,â€ three women wore these dresses to a nightclub in SÃ£o Paulo to track how oftenâ€”and with what degree of intensityâ€”women in Brazil were touched without consent on an average night out.
This campaign was meant to be an eye-opening way to show how bad sexual harassment is for women in nightclubs with over 86% of women say they have been sexually harassed.
The data collected from the dresses showed that in just 4 hours, the three women were touched without consent a total of 157 times. To accompany the data provided by the women in the dresses, we see a heat map video showing where these women were being grabbed: mostly the lower back, arms, and backside.
This eye-opening campaign encourages men to rethink their behavior and approach women with more respect. Consent is sexy!
Watch the video here:
Title: The Dress for Respect
â€” Ogilvy (@Ogilvy) November 28, 2018