Image credits: Ogilvy
Since the #metoo movement started, many companies have jumped onto the bandwagon of feminism and trying to raise awareness against sexual harassment, which is a great move and they are being praised by many for their advertising campaigns.
Now, taking this step further, Swiss beverage company Schweppes teamed with Brazilian advertisement agency Ogilvy who decided to work together for a new campaign called 'dress for respect' with an aim to shed light on the sexual harassment of women in Brazil.
'Dress of respect' is a smart dress which has powerful sensors and is meant to trigger when the wearer is touched.
The ad campaign video starts with the statistics from 2016 which states that 86% of Brazilian women have been harassed in clubs.
According to Agência Brasil, the other types of harassment such as wolf-whistling is the most common form of harassment(77%), followed by staring (74%), sexual comments (57%) and cursing (39%).
It also states Brazil's female population have experienced unwanted physical contact at least once in the year 2016.
The men interviewed before the experiment were sceptical.
One interviewed man rhetorically asks “Who will go out on a Thursday night to just dance?”
The other man comments that he thinks that the women are “just whining…about everything!”
Three women, Juliana, Tatiana and Luisa, wore the 'smart dress' to a nightclub in Sao Paulo.
Every time they were groped at the club, a signal from the dress was sent through Wi-Fi to the researchers.
According to the data collected, in less than four hours, the women volunteers were touched 157 times which is equal to being touched more than 40 times per hour!
At the end of the video, after the evening was over, men from the club were invited to watch the footage of the experiment.
The men seemed really appalled by what happened at the club, “That’s so ridiculous,” one man commented. The other was shocked to see that a stranger was trying to lean in for a kiss one of the women.