This Dress Shows How Frequently Women Are Being Touched Without Their Consent
Ever since the beginning of the #MeToo movement in 2017, numerous companies have been trying to jump on the wagon and address such contoroversial topics as sexual harassment and/or feminism in their ad campaigns. It’s no surprise that these companies are getting praised for using the publicity for a good cause. Recently, Swiss beverage company Schweppes teamed up with Brazilian advertisement agency Ogilvy and decided to work on their new campaign called ‘Dress For Respect,’ aimed at shedding light on the sexual harassment of women in Brazil.
‘Dress for Respect’ is a smart dress, designed with powerful sensors, that are triggered when the wearer is touched
Image credits: Ogilvy
The smart clothes were made to sense and track when and where the person wearing the dress was touched. The campaign was made to shed light on the serious issue of sexual harassment and non-consensual public touching.
The video of the ad opens up by indicating the statistics from 2016 of harassment in Brazil’s nightclubs
Image credits: Ogilvy
It states that the staggering number of 86% of Brazilian women have been harassed in clubs. As for other types of harassment, according to Agência Brasil, wolf-whistling is the most common form of public harassment of women (77%), followed by staring (74%), sexual comments (57%) and cursing (39%). In addition, almost half of the Brazil’s female population have experienced groping at least once in the year of 2016.
But the men who were interviewed before the experiment started, were skeptical
Image credits: Ogilvy
One interviewed man rhetorically asks “Who will go out on a Thursday night to just dance?,” probably implying that the women who go to nightclubs are actively looking for a sexual partner instead of just wanting to have a good time dancing. The other man comments that he thinks that the women are “just whining…about everything!” However, the video footage that was shot afterwards speaks for itself. Non-consensual public touching is still a huge problem, and not only in Brazil, but all across the globe.
During the experiment, 3 women wore the ‘smart dress’ to a nightclub in São Paulo
Image credits: Ogilvy
Every time the three volunteers – Juliana, Tatiana and Luisa – were groped at the club, a signal from the dress was sent through WiFi to the researchers. Needless to say, the women were touched numerous times throughout this social experiment, even when they expressed their disapproval of it.
According to the data collected, the volunteers, in less than four hours, were touched 157 times
Image credits: Ogilvy
That is equal to being touched more than 40 times per hour! At the end of the video, after the evening was over, men from the club were invited to watch the footage of the experiment. Fortunately, they seemed really appalled by how rude people can be: “That’s so ridiculous,” one man commented. The other was shocked to see that a stranger was trying to lean in for a kiss with one of the women.
Watch the full commercial that Schweppes and Ogilvy collaborated on for yourself:
Title: The Dress for Respect
Client: Schweppes
Office: @OgilvyBrasilSee more design work here: https://t.co/plNvU4NFAw#ClientWork pic.twitter.com/8QRDU960uh
— Ogilvy (@Ogilvy) November 28, 2018
867Kviews
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Good thing they had video to show exactly how this is happening - it's not just accidental brush-ups! I hope this somehow gets through to the guys who are doing it.
Yukkiest thing ever happened to me at a pub - years back -was this total stranger stuck his tongue in my ear while I was waiting to get served at the bar Ewwwww. New Years Eve
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"(...) implying that the women who go to nightclubs are actively looking for a sexual partner instead of just wanting to have a good time dancing." → Even if that were the case, it doesn't mean she choses YOU! There are tons of more attractive and respecting ways to approach a potential partner.
Ugh, that actually made me feel cold 😞 They're not gentle or accidental touches either but heavy pressure or deliberate handling Even after bring told to not touch. Every female knows this, has experienced it from a young age too but it's quite sickening to see it like this. Respect and No Means No still has a long way to go but dear Gods this is a really powerful video.
Possibly not, but take my upvote for your comment.
Load More Replies... I'm so ashamed to be a member of the make race sometimes. I just don't understand why anyone would think they can touch another person in anyway without consent. I am married and have a daughter. My wife is beautiful and I can't imagine her not being able to dress the way she wants and look amazing going out with her girlfriends to have fun to only be groped by some man who thinks he has the right to touch her. A real man would never touch a woman in anyway without her consent and I hope and pray that I can raise my son's to understand this. Please men raise your boys to be real men and teach them to respect women.
This video hit home. A few weeks ago I was at a concert with a male friend. We were standing next to each other and there was a couple behind me - the man had his arms around the woman, so his hands were at the same level as my butt. I got groped - a lot. I asked to stand in front of my friend and he didn’t get touched once. A guy who had his arms wrapped around a woman was groping another woman! Seriously! I’m so glad I was there with my friend and he was able to help me out, but unfortunately that’s not always the case.
No woman goes out to a nightclub expecting every creepy guy in the place to feel her up. It makes you wonder how many other women these guys touched?
on the next comercial-thingy, they could put some kind of finger-stain-dye-stuff. and see how far it spreads. (okay, actually that would be very interesting. is it one really creepy guy groping a lot or lots of guys not quite as much... and is it targeted.)
Load More Replies... "(...) implying that the women who go to nightclubs are actively looking for a sexual partner instead of just wanting to have a good time dancing." Missing the point. Women are entitled to be sexual, to look for a sexual partner, to flirt, to drink, to dance, etc. People are NOT entitled to harass or attack them, it’s illegal. It’s not that complicated.
I stopped going to nightclubs because of this. A lot of creeps go there just to cop a feel. Although I do have to say that I saw a lot of women being ok with it and that always pissed me off.
I wouldn't assume they were ok with it. Some are going to be tolerating it, don't want to show it bothers them, or afraid to make a scene.
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157 TIMES!!! The men should see this for themselves as that is utterly "ridiculous"!
I wish they would test this in the USA. It is horrible how many icky hands touch us while we are just trying to have a good time dancing. It got so bad that I had to stop going out to dance for a very long time. Most men seem to think it is their right and that we, women, are at their disposal. F*****g a******s! To all of the nice guys out there, thank you for being a gentleman when you are out and about!
There always will be but that dress has long sleeves, higher neckline and it Still doesn't stop the men from unwelcome and inappropriate touching 😞
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If anyone has issues with the app and can't see the video, look for 'Schweppes - The Dress for Respect'
Ugh, These men!!! Come on trolls, incels, mgtow's, red-pillers and MRA's- hit back and down vote me, say they are asking for it in that dress and come up with made up stats about how more women harass men than the other way round. I know you live for this s**t!
I don't think many people deny these things happen, especially in a club setting. The only issue I have with this is the idea that it's just a man on women issue. I can tell you as a man, I get touched and groped and felt up by women when out at clubs all night long. But as a guy, its dismissed and considered insignificant. It's not and it's not appreciated but if you want to see an insane double standard, see what happens if I should mention it to someone.
it's never OK to harrass anyone, whether they're guys or women.
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Im happy, i can go clubbing, where that doesnt happen much ( Berlin Elektro Scene, people are either too self centered, too drugged and especially too pc to grope ;D). Last guy who touched me through seats in the bus got a lighter flame at his hand in response. Those men, who think they have the right to do this make me laugh and get sick the same time.
I think here in Germany the situation isn't quite as bad as shown in the video. Yes I have been touched too, but it was never as disrespectful or annoying compared to the situation in Brazil. I wouldn't go clubbing if it was.
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I agree that unwanted touch is a problem, and not just in dance club situations, but the math in this article is just plain wrong. The three volunteers were touched 157 times in four hours. The author then states "That is equal to being touched more than 40 times per hour!" One person, touched 160 times in four hours is exactly 40 touches per hour. 157 touches, divided by three women, divided by four hours equals 13.083> touches per woman per hour, significantly less than "more than 40 times per hour" but obviously far more than should be happening. The message gets blurred when the facts are misrepresented. Those 13 touches per hour still means one touch every four and a half minutes and I'm pretty sure everyone would agree that that is way too much and that number is accurate, unlike the number in the article.
not only this, but how many of those touches are their own? I... smooth my clothes/check pockets/whatever all the time without even thinking about it. My GF does too. (actually, it's kind of her tell. when's she's uncertain, she smooth's out her shirt or dress or whatever.)
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That is genius and amazing. This should be required viewing for every man out there.
Gross. I guess some people were never taught as kids to keep their hands to themselves.
Female tradesperson here. Can they make this in a Carhartt version?
Take those same women with the same type of dress not the same dress to a lesbian club and see how many touches they get or put those dresses on average looking women in the same club. I would like to see the difference.
Wonder what the result would have been if they had been in a female gay discoteque with as many women?
This is not a good behaviour for sure. As a man, i have never touched a girl without knowing it was fine, but i have found many girls who said that they liked being touched in a soft way on a disco for example, but only if the guy is attractive xd. I have also being touched without consent from girls or homosexual guys and even once i had a girl jumping on my back and licking my ear while I was peeing on a disco! that happened in USA. Just some anecdotes. The thing is that lately, everything seems to be going against men and that is making us really sad, to be blamed by what a few do. We guys are not evil and girls are not angels.....relax
Men who basically know how to treat women respectfully don't need such experiments. Those men who don't know how to behave respectfully don't CARE about such experiments. It is a matter of upbringing, setting a good example for the kids in the family. I've never liked clubs, have been to clubs about 4 times in my life. I don't understand why is it a good thing to be crammed. Why do people enjoy the idea of dancing in the middle of a crowd where your personal space is constantly violated?
Last time I went to a nightclub I must have been touched without my consent like 3500 times. As a 40-something male, I am pretty sure that had very little to do with groping.
I'm so happy I never went to a club dancing without a boyfriend. I could always depend on him to back me up. The fact these "men" feel that any woman who is out dancing on a Thursday night (or a Monday, Tuesday, etc...) is looking for sex is just about the most #MeToo comment I've ever seen.
Not excusing anyone - but where I live - in tiny pubs on a packed night you get jostled and bumped all over - just people trying to get to the door or the loo or the bar. Very little of it is intentional- From my experience (along time since anyone has touched me inappropriately) other than the waist, by older "gentlemen" who are trying to squeeze past without knocking other people over - steadying themselves as much as anything. If everyone is crammed shoulder to shoulder listening to great music. trying to hold on to their 1 sq foot of floor space, and swaying in time there cant help but be odd physical brush-ups. In this sort of atmosphere you can say goodbye to personal space. Maybe it is different in large towns or cities where everyone is a stranger.
That could definitely happen and be part of it. However, at least in the few examples they showed, the touching was definitely intentional.
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I think if its someone average to unattractive like me instead of a model it wouldnt happen.
Well, I'm guessing being good looking had something to do with it, cos I'm pretty sure this never happened to me even when I was 4 stone lighter and 30 years younger than I am now!
Yes. Why can’t you respect women when you’re high and drunk? I do it all the time.
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Not abuse perhaps, but if you're touched 40 times an hour and mainly by men, it comes to feel like you're being pawed at all night, and that is not okay. A light touch on the shoulder to get someone's attention as you walk by, perhaps, but not putting their arm around you as you lean at the bar, or coming up behind you and putting their arm around their waist.
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But...the men kept touching them after they expressed that they did not want to be touched.
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You can be drunk and not sexually assault people. If you think you can’t, you should just go to jail and protect society from yourself.
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What an ignorant, asinine comment. So when men are on the beach in a swimsuit, it's an open invitation for any and everyone to come up and grope them? After all, they'd really be showing off their goods, wouldn't they?
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Nobody said ALL men do this. And there were caneras in the building so the people running the experiment could see who was touching the women.
Load More Replies... So you're of the "he didn't do it but she was asking for it anyway" school of sexual assault? You're an idiot.
Load More Replies... Good thing they had video to show exactly how this is happening - it's not just accidental brush-ups! I hope this somehow gets through to the guys who are doing it.
Yukkiest thing ever happened to me at a pub - years back -was this total stranger stuck his tongue in my ear while I was waiting to get served at the bar Ewwwww. New Years Eve
Load More Replies... "(...) implying that the women who go to nightclubs are actively looking for a sexual partner instead of just wanting to have a good time dancing." → Even if that were the case, it doesn't mean she choses YOU! There are tons of more attractive and respecting ways to approach a potential partner.
Ugh, that actually made me feel cold 😞 They're not gentle or accidental touches either but heavy pressure or deliberate handling Even after bring told to not touch. Every female knows this, has experienced it from a young age too but it's quite sickening to see it like this. Respect and No Means No still has a long way to go but dear Gods this is a really powerful video.
Possibly not, but take my upvote for your comment.
Load More Replies... I'm so ashamed to be a member of the make race sometimes. I just don't understand why anyone would think they can touch another person in anyway without consent. I am married and have a daughter. My wife is beautiful and I can't imagine her not being able to dress the way she wants and look amazing going out with her girlfriends to have fun to only be groped by some man who thinks he has the right to touch her. A real man would never touch a woman in anyway without her consent and I hope and pray that I can raise my son's to understand this. Please men raise your boys to be real men and teach them to respect women.
This video hit home. A few weeks ago I was at a concert with a male friend. We were standing next to each other and there was a couple behind me - the man had his arms around the woman, so his hands were at the same level as my butt. I got groped - a lot. I asked to stand in front of my friend and he didn’t get touched once. A guy who had his arms wrapped around a woman was groping another woman! Seriously! I’m so glad I was there with my friend and he was able to help me out, but unfortunately that’s not always the case.
No woman goes out to a nightclub expecting every creepy guy in the place to feel her up. It makes you wonder how many other women these guys touched?
on the next comercial-thingy, they could put some kind of finger-stain-dye-stuff. and see how far it spreads. (okay, actually that would be very interesting. is it one really creepy guy groping a lot or lots of guys not quite as much... and is it targeted.)
Load More Replies... "(...) implying that the women who go to nightclubs are actively looking for a sexual partner instead of just wanting to have a good time dancing." Missing the point. Women are entitled to be sexual, to look for a sexual partner, to flirt, to drink, to dance, etc. People are NOT entitled to harass or attack them, it’s illegal. It’s not that complicated.
I stopped going to nightclubs because of this. A lot of creeps go there just to cop a feel. Although I do have to say that I saw a lot of women being ok with it and that always pissed me off.
I wouldn't assume they were ok with it. Some are going to be tolerating it, don't want to show it bothers them, or afraid to make a scene.
Load More Replies... 157 TIMES!!! The men should see this for themselves as that is utterly "ridiculous"!
I wish they would test this in the USA. It is horrible how many icky hands touch us while we are just trying to have a good time dancing. It got so bad that I had to stop going out to dance for a very long time. Most men seem to think it is their right and that we, women, are at their disposal. F*****g a******s! To all of the nice guys out there, thank you for being a gentleman when you are out and about!
There always will be but that dress has long sleeves, higher neckline and it Still doesn't stop the men from unwelcome and inappropriate touching 😞
Load More Replies... If anyone has issues with the app and can't see the video, look for 'Schweppes - The Dress for Respect'
Ugh, These men!!! Come on trolls, incels, mgtow's, red-pillers and MRA's- hit back and down vote me, say they are asking for it in that dress and come up with made up stats about how more women harass men than the other way round. I know you live for this s**t!
I don't think many people deny these things happen, especially in a club setting. The only issue I have with this is the idea that it's just a man on women issue. I can tell you as a man, I get touched and groped and felt up by women when out at clubs all night long. But as a guy, its dismissed and considered insignificant. It's not and it's not appreciated but if you want to see an insane double standard, see what happens if I should mention it to someone.
it's never OK to harrass anyone, whether they're guys or women.
Load More Replies... Im happy, i can go clubbing, where that doesnt happen much ( Berlin Elektro Scene, people are either too self centered, too drugged and especially too pc to grope ;D). Last guy who touched me through seats in the bus got a lighter flame at his hand in response. Those men, who think they have the right to do this make me laugh and get sick the same time.
I think here in Germany the situation isn't quite as bad as shown in the video. Yes I have been touched too, but it was never as disrespectful or annoying compared to the situation in Brazil. I wouldn't go clubbing if it was.
Load More Replies... I agree that unwanted touch is a problem, and not just in dance club situations, but the math in this article is just plain wrong. The three volunteers were touched 157 times in four hours. The author then states "That is equal to being touched more than 40 times per hour!" One person, touched 160 times in four hours is exactly 40 touches per hour. 157 touches, divided by three women, divided by four hours equals 13.083> touches per woman per hour, significantly less than "more than 40 times per hour" but obviously far more than should be happening. The message gets blurred when the facts are misrepresented. Those 13 touches per hour still means one touch every four and a half minutes and I'm pretty sure everyone would agree that that is way too much and that number is accurate, unlike the number in the article.
not only this, but how many of those touches are their own? I... smooth my clothes/check pockets/whatever all the time without even thinking about it. My GF does too. (actually, it's kind of her tell. when's she's uncertain, she smooth's out her shirt or dress or whatever.)
Load More Replies... That is genius and amazing. This should be required viewing for every man out there.
Gross. I guess some people were never taught as kids to keep their hands to themselves.
Female tradesperson here. Can they make this in a Carhartt version?
Take those same women with the same type of dress not the same dress to a lesbian club and see how many touches they get or put those dresses on average looking women in the same club. I would like to see the difference.
Wonder what the result would have been if they had been in a female gay discoteque with as many women?
This is not a good behaviour for sure. As a man, i have never touched a girl without knowing it was fine, but i have found many girls who said that they liked being touched in a soft way on a disco for example, but only if the guy is attractive xd. I have also being touched without consent from girls or homosexual guys and even once i had a girl jumping on my back and licking my ear while I was peeing on a disco! that happened in USA. Just some anecdotes. The thing is that lately, everything seems to be going against men and that is making us really sad, to be blamed by what a few do. We guys are not evil and girls are not angels.....relax
Men who basically know how to treat women respectfully don't need such experiments. Those men who don't know how to behave respectfully don't CARE about such experiments. It is a matter of upbringing, setting a good example for the kids in the family. I've never liked clubs, have been to clubs about 4 times in my life. I don't understand why is it a good thing to be crammed. Why do people enjoy the idea of dancing in the middle of a crowd where your personal space is constantly violated?
Last time I went to a nightclub I must have been touched without my consent like 3500 times. As a 40-something male, I am pretty sure that had very little to do with groping.
I'm so happy I never went to a club dancing without a boyfriend. I could always depend on him to back me up. The fact these "men" feel that any woman who is out dancing on a Thursday night (or a Monday, Tuesday, etc...) is looking for sex is just about the most #MeToo comment I've ever seen.
Not excusing anyone - but where I live - in tiny pubs on a packed night you get jostled and bumped all over - just people trying to get to the door or the loo or the bar. Very little of it is intentional- From my experience (along time since anyone has touched me inappropriately) other than the waist, by older "gentlemen" who are trying to squeeze past without knocking other people over - steadying themselves as much as anything. If everyone is crammed shoulder to shoulder listening to great music. trying to hold on to their 1 sq foot of floor space, and swaying in time there cant help but be odd physical brush-ups. In this sort of atmosphere you can say goodbye to personal space. Maybe it is different in large towns or cities where everyone is a stranger.
That could definitely happen and be part of it. However, at least in the few examples they showed, the touching was definitely intentional.
Load More Replies... I think if its someone average to unattractive like me instead of a model it wouldnt happen.
Well, I'm guessing being good looking had something to do with it, cos I'm pretty sure this never happened to me even when I was 4 stone lighter and 30 years younger than I am now!
Yes. Why can’t you respect women when you’re high and drunk? I do it all the time.
Load More Replies... Not abuse perhaps, but if you're touched 40 times an hour and mainly by men, it comes to feel like you're being pawed at all night, and that is not okay. A light touch on the shoulder to get someone's attention as you walk by, perhaps, but not putting their arm around you as you lean at the bar, or coming up behind you and putting their arm around their waist.
Load More Replies... But...the men kept touching them after they expressed that they did not want to be touched.
Load More Replies... You can be drunk and not sexually assault people. If you think you can’t, you should just go to jail and protect society from yourself.
Load More Replies... What an ignorant, asinine comment. So when men are on the beach in a swimsuit, it's an open invitation for any and everyone to come up and grope them? After all, they'd really be showing off their goods, wouldn't they?
Load More Replies... Nobody said ALL men do this. And there were caneras in the building so the people running the experiment could see who was touching the women.
Load More Replies... So you're of the "he didn't do it but she was asking for it anyway" school of sexual assault? You're an idiot.
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