The Salvation Army
The Salvation Army
Finally, something positive and meaningful has developed out of that dress that basically tore the Internet apart and everyone question humanity's sanity for one harrowing day.
The Salvation Army in South Africa has put the popular, controversial dress in a powerful ad about domestic violence. In the PSA, a beautiful, battered model wearing the white and gold version of the dress is shown lying down with bruises all over her face and body.
"Why is it so hard to see black and blue?" reads the ad. "The only illusion is if you think it was her choice. One in 6 women are victims of abuse. Stop abuse against women."
The Twitter account for the Salvation Army in South Africa posted different advert from the campaign that shows a woman with a bruised face putting make up on to cover up the signs of domestic abuse.
"Why is it so hard to see black&blue?" asks the PSA. "Because they cover it with white and gold. Majority of women who are abused never report it. If you are in need of, or know someone who needs help, contact us on 011-718-6745."
The striking campaign, which was designed by the Ireland/Davenport agency in Johannesburg, ran in The Cape Times on Friday morning. The Salvation Army's Twitter accounts then posted the images with the hashtag #StopAbuseAgainstWomen.
"They linked it to the work TSA does with abused women and children and trafficked women," Carin A. Holmes, Salvation Army's Southern Africa territory representative, told The Washington Post. "We have two homes for abused women and children, Carehaven in Cape Town and Beth Shan in Johannesburg. TSA in South Africa brings awareness to this problem, which is huge."
So whether you see the dress as blue and black or white and gold, make sure you see these PSAs for what they are: powerful, necessary and extremely important.