Salvation Army uses #TheDress meme in anti-domestic violence PSA
The Salvation Army is leveraging the momentum of a meme to make a point about domestic violence.
The South African branch of the charitable organization released an image of a woman wearing the chromatically confusing dress that went viral last week.
Some viewers saw the garment as white and gold. Others saw it as blue and black.
The online frenzy caused many people to question how different people looking at the same photo could see such wildly different colors. It’s fun to think about when dealing with colors, but what about more important issues?
In the new Salvation Army image, a woman is wearing a dress that is clearly white and gold — the black and blue is on her body.
The model has a black eye, a cut upper lip, and bruises on her legs.
“Why is it so hard to see black and blue? One in 6 women are victims of abuse,” the charity tweeted, with the hashtag #StopAbuseAgainstWomen.
Why is it so hard to see black and blue? One in 6 women are victims of abuse.#StopAbuseAgainstWomen pic.twitter.com/FgDdKdsMMb
— TheSalvationArmySA (@SalvationArmySA) March 6, 2015
The public service announcement adds that the true illusion is thinking victims of domestic violence choose to be attacked.
The reaction on Twitter has been positive so far. Many users praised the ad as a powerful and effective use of social media.
@SalvationArmySA brilliant campaign to #StopAbuseAgainstWomen that social justice marketing profs can learn from. #thedress #iwd
— Chelsea Radler (@chelsearadler) March 6, 2015
Interesting & timely campaign against domestic violence by @SalvationArmySA. Why is it so hard to see black and blue? pic.twitter.com/rH4f4ur0uM
— Carly Flynn Morgan (@CarlyFMorgan) March 6, 2015
@SalvationArmySA outstanding use of social media to drive campaign message brilliantly & quickly conceived & executed.
— Julie Minns (@kenningtonkitty) March 6, 2015