Schweppes Brazil Made a Dress That Measures How Often Women Get Groped

In less than 4 hours, 3 women were touched 157 times

'Dress for Respect' was created to encourage men to rethink their behavior and approach women in ways that are respectful. Schweppes

We’re a far cry from weird sexual innuendos now, Schweppes! The brand tapped Ogilvy Brazil to create something it calls the “Dress for Respect.” More than just an awkward pun, the dress is outfitted with sensors that gauge how often in an evening a woman gets inappropriately touched.

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@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.
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