Salvation Army Uses ‘The Dress’ to Raise Domestic Abuse Awareness

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Since “the dress” captivated and confounded the internet, the Salvation Army in South Africa is using the viral phenomenon to raise awareness about domestic violence.

new ad campaign features an alarming image of a badly beaten woman wearing a white and gold version of “the dress” – which went viral over a debate on the true colors of the garment –  and asks, “Why is it so hard to see black and blue?” The subtext on the graphic reads: “The only illusion is if you think it was her choice. One in six women are victims of abuse. Stop abuse against women.”


According to The Salvation Army International, the social media reach of the advertisement had “hit more than 16 million people” within a few hours of posting.
“We hope to raise awareness against the atrocity of women abuse,” Carin A. Holmes, a spokeswoman for the Salvation Army, told NBC News on Friday.


Read the full article here.


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