Last week, one meme ruled the internet. #thedress phenomenon inspired millions to debate whether a picture of a particular dress was either blue and black or gold and white. While many argued to their heart's content about the dress, others found the events to be silly and a waste of time. Why does the color of one dress matter in the grand scheme of things?
While this is certainly a valid criticism, the Salvation Army recently used the meme to fight against a real problem. The South African branch of the Salvation Army tweeted out a new #thedress themed PSA against domestic violence. The ad shows a young white woman wearing the previously mentioned gold and white dress. However, this woman is covered in bruises and injuries. The headline then asks "Why is it so hard to see black and blue?" Below the headline 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 SA's current campaign is #stopabuseagainstwomen, and it seems to playing off the popularity that #thedress received last week.
A Salvation Army spokesman told The Washington Post that the Johannesburg-based Ireland/Davenport agency designed the ad, which was "placed in the Cape Times Newspaper on Friday morning."
Salvation Army press secretary Carin Holmes told The Washington Post that this ad expressed a lot about their goals in South Africa.
"[The ad-makers] linked it to the work TSA does with abused women and children and trafficked women.....We have two homes for abused women and children, Carehaven in Cape Town and Beth Shan in Johannesburg," Holmes said.
