Salvation Army uses #TheDress in fight against domestic violence

Salvation Army Campaign
Courtesy: Salvation Army South Africa

SOUTH AFRICA (WKRN) – A week after a dress that appeared white and gold to some and black and blue to others the Salvation Army in South Africa is using it in their fight against domestic violence.

The “Why is it so hard to see black and blue” campaign features a victim of domestic violence wearing a white and gold edited version of the dress with noticeable bruises covering her face, arms and legs.

The powerful ad was produced by Ireland/Davenport, a South African creative agency, ABC News reported.

“We wanted to take advantage of the hype of the meme to spread awareness for something important,” creative director Wihan Meerhloz told ABC News. “Our creative team brainstormed ways to send a greater message about overlooked abuse against women using the dress.”

Meerhloz said the project was done in less than a day.

“We thought of the idea, produced it and offered it completely free to the Salvation Army in less than 24 hours,” he said. “We hope it takes off on the Internet like the original dress did.”

According to the Salvation Army 1 in 6 women are victims of abuse.

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