Since the very beginning of the #MeToo movement in 2017, many companies have been trying to address sexual harassment and feminism in their advertising campaigns. It is no surprise that all these companies are getting praised for using their publicity for a good cause. Swiss beverage company Schweppes has recently teamed up with Brazilian advertisement agency Ogilvy. They decided to work on their new campaign called ‘Dress For Respect,’ aiming at shedding light on the sexual harassment of Brazilian women.
The smart dress was created to sense and track when and where the person wearing the dress was touched. The campaign was designed to shed light on the important issue of sexual harassment and non-consensual public touching.
The staggering number of 86 percent of Brazilian women have been harassed in clubs. According to Agência Brasil, wolf-whistling is the most common form of public harassment of women (77 percent), followed by staring (74 percent), sexual comments (57 percent) and cursing (39 percent). Besides, almost half of Brazil’s female population have experienced unwanted physical contact at least once in the year 2016.
Each time the three volunteers – Juliana, Tatiana, and Luisa – were groped at the club, a signal from the dress was sent through WiFi to the researchers. The women were touched many times throughout the experiment, even when they expressed their disapproval of it.
That's equal to being touched more than 40 times per hour! After the evening was over, men from the club were invited to watch the video of the experiment. Fortunately, they seemed appalled by what went down at the club: “That’s so ridiculous,” one man commented, while the other was shocked to see that a stranger was even trying to lean in for a kiss with one of the women.
Watch the full commercial that Schweppes and Ogilvy collaborated on for yourself:
Title: The Dress for Respect
— Ogilvy (@Ogilvy) November 28, 2018
Client: Schweppes
Office: @OgilvyBrasil
See more design work here: https://t.co/plNvU4NFAw#ClientWork pic.twitter.com/8QRDU960uh
Image credits: Ogilvy
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