Source: TheDrum
Schweppes is making a stand for women with a campaign that highlights harassment of women on nights out. The central piece of the campaign, created by Ogilvy Brazil, is a dress that shows how commonly women’s evenings are disrupted by unwanted touching.
A specially designed touch-sensitive dress measured how many times three women are harassed in nightclubs following up on research claiming that 86% of Brazilian women have been harassed in nightclubs.
Three volunteers, Luisa, Tatiana and Juliana, were invited to wear a touch-sensitive dress at a nightclub in São Paulo. The fabric picked up when they were touched without consent – in real time.
The dress had several sensors applied to its fabric that registered in real-time when the three women were touched without their consent. The research was published in video, looking to encourage men “to rethink their behavior and approach women with more respect”.
