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Ogilvy Creates A Smart Dress That Tracks How Often Women Are Groped

'86% of Brazilian women have been harassed in nightclubs'

Quartzy

As reported by Quartzy, for a new Schweppes campaign, advertising agency Ogilvy Brasil have created a touch-sensitive dress that will track how often women have been groped and harassed. The study took place in Brazil to see how often those women were harassed on an average night out. The goal, according to the article was to 'elevate the issue to men, who expressed in preliminary interviews that harassment was not a major issue for club-going women'

The project, titled 'The Dress For Respect', created a dress that was embedded with sensors with the ability to track touch and the intensity of touch. This data was then relayed to a system where researchers could track harassment in real time.

For the experiment, researchers sent three women wearing the augmented dress. Throughout the evening it can be seen that a sort of heat map being lit up by in the areas that the women are grabbed and handled - mostly on the arms, lower back and backside. This is also juxtaposed with a video of the three women brushing off men and defending themselves against their unwanted advances.

According to the experiment the women are touched an astounding combined 157 times! Afterwards, men are brought in and are shown footage of the women's harassment and collectively review the experiment.

The video opens with a statistic from a report by Think Olga, stating that '86% of Brazilian women have been harassed in nightclubs'. Watch the full experiment below:

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