As part of an ad campaign by Schweppes, ad agency Ogilvy came up with a “sexual harassment” dress and sent three women to a nightclub to see if anyone touched them. The “touch sensitive/smart” dress recorded how many times they got groped or ass grabbed over a four hour period. That poor dress!
Their revealing “sexperiment”, which also involved videotaping young guys who were out clubbing, revealed that most of them didn’t think women were sexually harassed at all! Not.
According to Ogilvy, the Sao Paulo, Brazil branch of one of the oldest “Madison Avenue” ad agencies in existence, researchers told a different story. They analyzed the data from the dress and found out that between the four women, they were touched 157 times over 3 hours and 47 minutes. That’s about 40 times an hour per woman, which is a lot of unsolicited ass grabbing.
The dress, which was embedded with sensors that recorded the number of touches from pressure on the dress, was transferred to researchers through wifi. When the dress was groped, sensors responded and lit up in that spot.
Video revealed that women were touched everywhere on their bodies; including their shoulders, backs, arms, thighs, and booties. In one scene, a drunken club goer walks up to a girl and tries to kiss her.
The campaign, for beverage company Schweppes, used a clever stunt to bring awareness to the fact that women experience sexual harassment on a daily basis. The campaign called it the “dress for respect dress”, which pointed out the fact that women get no respect, especially at a nightclub filled with horny, obnoxious, drunken club guys.
No wonder girls who go out to clubs have to travel in a pack, in order to protect themselves from the “wolves.” Men need more than just a sex tip or two: they need a whole shift in thinking, one that respects women, rather than treating them like something to be hunted and conquered.
Until then, we thank the efforts of Ogilvy in pointing out the “every day sexism” that women endure every time they leave the house. Fortunately, ad agencies are now thinking its good advertising to bring up the subject and make guys aware of their date rapey behavior.
So next time I go to a nightclub, I’m going to have to wear a dress that says “Don’t touch the merchandise or I’ll punch you.” Which will at least cut down the sexual harassment down by 75%.
Photo of nightclub in Buenos Aires, Brazil by Wikimediacommons.com