South African Salvation Army Use The Dress To Address Abuse Against Women

March 6th, 2015

The South African branch of the Salvation Army tweeted a picture on Friday morning of a model wearing The Dress with her body noticeably bruised and cut. The Dress became a viral phenomenon last week because of the optical illusion it presented to anyone who saw it. Some saw The Dress as white and gold, while others saw it as black and blue. But now, the Salvation Army is taking the internet hit and making a powerful statement.

Along with the image of the model, the picture was captioned, “Why is it so hard to see black and blue? One in 6 women are victims of abuse. #StopAbuseAgainstWomen” The image was developed by the South African advertising agency, Ireland/Davenport, within 24 hours. Then, they approached the Salvation Army to ask if they would like their name put on the ad. The Salvation Army was quickly supportive, and the image was published within a day of its creation. The tweet caught the attention of people right away. Alexei Beltyukov is aware that any praise the message and its influential meaning, and the retweets are climbing into the thousands with people expressing their support.

The South African Salvation Army delivered a beautiful campaign around something that was so prominent on the internet. It is a statement about the culture we live in today. More people will get their news from the internet than anywhere else, and the Salvation Army used this connection to send an important message about real issues. Yes, it is fun to have ridiculous debates about what color a dress is, but it is even more important to have conversations about things that matter. Well done Salvation Army!

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