O’Gilvy and Schweppes launched this month a touch sensitive dress to bring awareness of the lack of respect women in Brazil bear in public places, no matter the kind of venue, but specially at night clubs.
The tech gown is called Dress for Respect and is rooted in the fact that 86% of Brazilian women have been harassed at dance clubs, but many men do not see any problem in this fact.
Schweppes 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.
The outcomes of the experience revealed ththe three women were touched 157 times in 3h 47 min. or what it is the same they were touched more than 40 times per hour.
The objective of the action is making Brazilian men at least think about this situation and change their behaviour.
The brand position behind the action is that Schweppes thinks nightlife can be full of great moments, but there are no great moments for women without respect. The Dress for Respect tries to show this.
Image over the headline.- Schweppes Dress for Respect. © O’Gilvy Brazil/Schweppes.
