The beverage brand conducted an experiment in a Brazilian nightclub to address sexual harassment endured by women

Brands are not exempt from thinking about the importance and implications of the #MeToo movement. It’s clear that women have to deal with unwanted advances all the time and that a night out is not always the best experience. Beverage brand Schweppes decided to weight in by creating a sensing garment called “the Dress for Respect.”

Schweppes conducted this experimental campaign in Brazil, where 86% of women say they have been sexually harassed in a nightclub. Agency Ogilvy Brazil created a dress that was fitted with multiple sensors that track when and where the wearer is touched. They got three women to wear this dress to a São Paulo nightclub. With every touch, data was sent over via Wi-Fi in real time. In three hours and 47 minutes, the women were touched 157 times—an average of more than 40 times per hour.

The message that Schweppes wants to send is fairly straightforward: approach women with respect. As a company that produces beverages that are often used in alcoholic drinks, it makes sense that Schweppes wants to take a position nightlife behavior.

Schweppes

Brands are not exempt from thinking about the importance and implications of the #MeToo movement. It’s clear that women have to deal with unwanted advances all the time and that a night out is not always the best experience. Beverage brand Schweppes decided to weight in by creating a sensing garment called “the Dress for Respect.”

Schweppes conducted this experimental campaign in Brazil, where 86% of women say they have been sexually harassed in a nightclub. Agency Ogilvy Brazil created a dress that was fitted with multiple sensors that track when and where the wearer is touched. They got three women to wear this dress to a São Paulo nightclub. With every touch, data was sent over via Wi-Fi in real time. In three hours and 47 minutes, the women were touched 157 times—an average of more than 40 times per hour.