They designed a dress that shows how many times women are touched without their consent

The Swiss beverage company Schweppes collaborated with the Brazilian advertising agency Ogilvy and they created the “Dress For Respect” campaign, which aims to raise awareness about the sexual harassment of women in Brazil.

Together they designed an elegant dress that includes sensors, which are recorded via Wifi the number of times the woman is touched in public. It was used for a social experiment in a nightclub in São Paulo where three women used it for four hours.

Data collected through sensors in the dress revealed that the women were touched 157 times, more than 40 times per hour. The team that monitored them also filmed and determined that, in many cases, they were touched despite having expressed their refusal.



Some men in the club were invited to view the images and data from the experiment and asked what they thought about it. While some were surprised by the incessant unwanted contact, others called the experiment “ridiculous.”

“Every woman has been harassed in her life. A woman is not an animal to be cornered, to be captured,” confirmed Tatiana Rosas, one of the volunteers. Juliana Schulz, for her part, asked that if you are interested in her, then speak to her calmly but without touching her.

In Brazil, 86% of women were harassed in 2016 at nightclubs; 77% received whistles in public and of these, 74% were accompanied by looks. 57% received sexual comments while 39% insults on public roads.

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