Nobody wants to be harassed. And only those who have personally experienced any form of harassment know what fears they faced and may still face today. Dress for respect is a project that proves that the 'seemingly innocent touch' is anything but innocent.
Ogilvy advertising agency is for Schweppes created a suit that measures how often and with what intensity men harass women in nightclubs (mainly by touching). The aim of the campaign was to make men aware of the severity of harassment of (Brazilian) women in clubs, as they said yes in preliminary interviews women are not moved by harassment.
For the project they named The Dress For Respect, the researchers created a suit, in which is a built-in sensor that detects touch and pressure. In real time they are then on monitored harassment on computers. They sent to a night club three women dressed in a special outfit, which in those places where the men grabbed them, was colored on the computer according to the touch and the force of the pressure, as well as the number of times the woman was touched.
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
The results showed that they men most often touched the crotch, back and arms. In less than four hours, the sensor detected that they were all three women were touched a total of 157 times. After the experiment was over, they were men asked to see the results they were surprised by.
More information:
ogilvy.com
