Salvation Army Uses #TheDress to Highlight Domestic Violence

"Why is it so hard to see black and blue?" reads the advertisement.

The Salvation Army's South Africa branch has created an advertisement using the viral black-and-blue/white-and-gold dress to raise awareness about domestic abuse.

They tweeted:

The caption underneath the "Why is it so hard to see black and blue" text reads: "The only illusion is if you think it was her choice. One in 6 women are victims of abuse. Stop abuse against women.” The ad also provides a phone number to call for help and showcases a logo for Carehaven, a South African shelter for abused women.

Ireland/Davenport, the advertising agency that created the image, told BuzzFeed, “For the past few days the internet has been swarming with comments about ‘the dress’ – overall people have been commenting how they hate the fact that an insignificant thing like this could take priority on the internet over more pressing topics such as abuse." The agency said they created the ad then approached Salvation Army about using it.

#TheDress became viral last week and attention carried on into this week with Ellen DeGeneres speaking to the people who started it all and an American Idol contestant donning the frock on Thursday. This domestic violence campaign is hoping to capitalize on the dress' continued popularity to combat violence against women.

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