New Schweppes spot urges men to treat women with more respect

Beverage brand Schweppes created a touch-sensitive dress to show how many times women in Brazil are touched without consent at nightclubs.

The idea came from a harrowing statistic: 86 percent of Brazilian woman have been harassed at dance clubs. Schweppes and Ogilvy Brazil created the dress, which has sensors to register touch in real-time, and asked three women to wear it out. At the end of the night, the women’s interactions revealed high levels of harassment.

With the live research and the video, Schweppes is aiming to encourage men to rethink how they treat women and approach them with more respect going forward.