This Touch-Sensitive Dress Measures How Many Times Women Are Harassed
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Schweppes and Ogilvy Brazil launch ‘The Dress for Respect’
86% of Brazilian women have been harassed in nightclubs. Still, many men don’t see a problem in this. That’s why Schweppes and its agency Ogilvy Brazil invited Luisa, Tatiana and Juliana to wear a touch-sensitive dress at a nightclub in São Paulo. The dress had several sensors applied to its fabric that registered in real-time when the three women were touched without their consent.
As they walked around the place and were approached by men, the information was sent to a control-unit via wi-fi, registering the amount of times each woman was touched. In the end of the night, Schweppes had turned the interactions into revealing data. This live research was now published in video, in which Schweppes encourages men to rethink their behaviour and approach women with more respect.