WATCH: Women groped 157 times in one night

A Schweppes campaign just highlighted an issue most women are familiar with, groping clubs. The advertising agency, Ogilvy, created a touch-sensitive dress that tracked how often—and with what degree of intensity, women in Brazil were groped on a night out.

 

The goal of the exercise was to was to demonstrate the issue to men, who expressed in interviews that harassment was not a major issue for women who got to nightclubs.

 

“The Dress for Respect,” researchers built a dress embedded with sensor technology that tracked touch and pressure. The information was then relayed to a visual system so that researchers could track harassment in real time.

 

To test the dress, researchers sent three women to a party wearing it. Throughout the night, they could see a heat-map version of it steadily light up in the areas where the women are being grabbed which were mostly the lower back, backside, and arms.

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The footage shows the women brushing off the men and asking not to be touched.

In just under four hours, the women are touched a combined 157 times.

 

After the experiment was concluded, the men from the party were brought in to see the results and most of them were shocked at how the dress looked.

 

Watch the experiment here: