Salvation Army Harnesses #TheDress for Powerful Domestic Abuse Message

South African Campaign Turns a Frivolous Meme Into a Serious Message

Published On
Mar 09, 2015

Editor's Pick

A week after "#The Dress" went seriously viral, with the internet furiously debating whether it was white and gold or black and blue, the Salvation Army in South African has harnessed the idea for a powerful image highlighting domestic abuse.

The poster shows a bruised and battered woman wearing a white and gold dress, with the question: "Why is it so hard to see black and blue?" The caption underneath reads: "The only illusion is if you think it was her choice. One in six women are victims of abuse. Stop abuse against women."

The ad, designed by the WPP-owned Ireland/Davenport agency in Johannesburg, was tweeted as well as running in the Cape Times newspaper.


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