Schweppes and The Dress for Respect
Schweppes in Brazil ran a little social experiment to shed a little light on sexual inappropriateness. Social sexual inappropriateness. Social sexual inappropriateness in night clubs. Social sexual inappropriateness in night clubs where Schweppes is often served.
Fact: 86% of women in Brazil say that they have been sexually harassed in nightclubs. Not good.
So Schweppes outfitted three women one night with dresses that would record every time they were touched and sent them out into the clubs. They were touched an average of 40 times per hour!
It's called "The Dress for Respect."
The brand then turned the data into a video, as a not-so-subtle reminder to respect. Respect. Good.
Here's the video, and even if you don't speak the language you can still figure out what's going on. Universal.
Clearly not enough to turn around a cultural situation that's been going on for decades, but certainly a small step forward in building awareness and a good example of a brand stepping up to the plate in its own way.
What's your experience? JIM