Hot off the heels of the #METOO movement, the beverage brand Schweppes conducted an experiment entitled 'The Dress for Respect' which monitored the sexual harassment that women experienced in a Brazilian nightclub.
To pull off this stunt, the beverage brand partnered with the agency Oglivy Brazil and crafted a dress that was equipped with sensors. These sensors could detect exactly where and when the wearer was touched. This information was then sent to researchers in real-time. Three women wore the dress and after just three hours 47 minutes the women were touched 157 times, which averages out to be about 40 touches an hour.
This socially responsible stunt functioned under the simple message of approaching women with respect.
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