What is the first thing that comes to your mind when you think of Schweppes? More than likely, you think about the beverage that they are famous for, ginger ale. As it turns out, they also have an interest in us as individuals and they have recently teamed up with Ogilvy, an advertising agency to spread the word about an important message. It is all about sexual harassment in nightclubs.
The Dress for Respect project is used to bring more attention to the #MeToo movement. Unfortunately, many people say that women are exaggerating about sexual harassment and assault but this movement is trying to eliminate that doubt. Researchers got busy making a sensory dress for women to wear to a nightclub. It would collect information and show it on a computer screen of how many times the woman was being grabbed, grouped and touched.
The video and images were shown to men who were appalled by what they saw in front of them on the screen. On the other hand, women didn’t seem all that surprised because they’ve been discussing it for years.
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
People have some strong reactions to the campaign:
This is brilliant. I think sometimes as women we dont even realize how often were touched without consent we are to busy trying to brush it off to still enjoy ourselves somehow. 157 times in insane!
— Kelsey (@kmoneyhunny) November 29, 2018
would love to see flight attendants try this out!
— Teela (@Teela_) November 29, 2018
BRILLIANT!! This needs to be done in all countries!!!
— Adrianne Spring (@AdrianneSpring) November 29, 2018
You shouldn't need to build a dress to get men to believe women get groped all the time. Men should just believe us when we tell them that. Brazilian men, and ALL men. Listen to women. Believe women. #timesup #stophimnow #stopthemnow
— Cindy Gallop (@cindygallop) November 29, 2018
This is an amazing example of what is unseen yet awkwardly experienced. Thanks @Ogilvy for really looking out for women.
— Melyssa L. (@Melyss) November 29, 2018
It happens in nightclubs from Boston to Baltimore in my experience. I never went out to get laid, I went out to dance with my friends in an attempt to have fun, but I have fled from a few places after men got pushy. It happens in the US too.
— heather hooves (@hooves25) November 29, 2018
There were also some excuses:
It's the hottest club in the city. The club is jam packed, there's a que round the street of people waiting to get in. Wouldn't people bump into people just going from floor to toilet? Or can the sensors differentiate a grope from say a tight squeeze to simply move around.
— Siddharth Kutty (@SiddharthKutty) November 29, 2018
You're part of the problem. You saw the video, you just want to object. It says it is sensitive to different pressure. They were video monitored. This is a problem for so many women and you want to find a flaw in a dress? Also queue*
— Mika loves you! (@HiReiMika) November 29, 2018
Instead of touching people to get their attention. Would handing them a card with a easy to read note. i.e. Would you dance with me? or I'd like to chat to see if we click (Yes) (No Thank you) (Try Again Later) ?
— Patrick B. McCutchan (@StudioMcCutch) November 29, 2018
You are part of the problem.
— Siri (@ExclusivelySiri) November 29, 2018
1. I don't know the club but obviously it's a place to party and hook up. Do the same in a Jazz, Rock or whateverr else club.
2. You send three lone women through a crowd of horny men :)) Send them with "their man" and see what happens.
3. Send them in a lesbian club…— Marius Carter (@MariusCarter22) November 29, 2018
These are all judgements. Keep them to yourself along with your hands.
— Just Kathy (@KathyWilliamsn) November 29, 2018
The fascinating thing about this is how people can watch this and turn around to claim that the problem is exaggerated or doesn't really exist.
Especially the people who voted for someone who openly brags about doing this.— A Sherman in Gaming (@Mathenaut) November 28, 2018
Let’s hope that this campaign will get us closer the day that women will not have to prove harassment.