Even if it feels like there’s still a long ways to go when it comes to curbing sexual harassment against women, some companies are making a very intentional push towards promoting respect and consent.
Take Schweppes, for example. It’s a beverage company is Switzerland that teamed up with a Brazilian ad agency called Ogilvy for a powerful campaign that ran in October called “Dress for Respect.”
In the ad, you see three women (Juliana, Tatiana, and Luisa) volunteered to go to a nightclub and wear a smart dress.
It was rigged with tons of sensors all around it that sent signals to researchers via WiFi every time they were touched.
After all was said and done, the data showed the three women were collectively touched a whopping 157 times in a span of four hours.
Shocking statistics reveal that 86% of women in Brazil have been harassed in clubs.
Over the course of the night, the women were touched 157 in less than four hours. That's around 40 touches per hour.
The dress also tracked where the women were getting non-consensually touched and displayed that with a heat map.
Some guys from the club were actually shown footage from throughout the night and were shocked.
Watch the entire ad below:
Title: The Dress for Respect Client: Schweppes Office: @OgilvyBrasil See more design work here: https://t.co/plNvU4NFAw #ClientWork