You are using an older browser version. Please use a supported version for the best MSN experience.

Lifestyle - Top Stories

Researchers built a smart dress to show how often women are groped at clubs

Quartz logo Quartz 2018-11-30 Sangeeta Singh-Kurtz
UP NEXT
UP NEXT

(Provided by Medical Daily)

For a campaign on behalf of beverage company Schweppes, advertising agency Ogilvy created a touch-sensitive dress that tracked how often — and with what degree of intensity — women in Brazil were groped on an average night out. The goal was to elevate the issue to men, who expressed in preliminary interviews that harassment was not a major issue for club-going women.

For the project, titled “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 essentially track harassment in real time.

Getty © Getty Getty

To test the dress, researchers sent three women to a party wearing it. Throughout the night, we see a heat-map version of it steadily light up in the areas where the women are being grabbed: mostly the lower back, backside, and arms. The visual is imposed over footage of the women brushing off the men and asking not to be touched.

Turns out women face a ton of unwanted touching. © Provided by Atlantic Media, Inc. Turns out women face a ton of unwanted touching. In just under four hours, the women are touched a combined 157 times.

Getty © Getty Getty

Later, men from the party are brought in to review the experiment. For the most part, they express shock and surprise at the now-bruised image of the dress.

Watch the entire experiment here:

AdChoices

More from Quartz

AdChoices
image beaconimage beaconimage beacon