The infamous blue and black (or #WhiteAndGold) dress practically broke the internet. Everyone could not stop talking about it for days and even celebs weighed in on what color they thought it was. One guy even got a tattoo of it. Now The Salvation Army South Africa are using the internet’s obsession with the dress to bring attention to violence against women. They launched a powerful domestic abuse campaign that features the iconic dress.
The Salvation Army posted the campaign images on Twitter with the hashtag #StopAbuseAgainstWomen. One photo features a woman who is covered in bruises wearing the gold and white version of the dress. The PSA asks, “Why is it so hard to see black and blue?” The tagline reads, “The only illusion is if you think it was her choice. One in 6 women are victims of abuse. Stop abuse against women.”
In another picture, a woman is trying to cover her swollen, split lip with makeup. The text reads, “Because they cover it with white and gold.” Then the ad campaign describes how the majority of women who are abused do not report it.
It is great to see something meaningful being created from the dress that took over the internet just over a week ago. It doesn’t matter whether you see the dress as gold and white or blue and black, or something else entirely. What is really important is that we see these photos as a powerful campaign and help them take over the internet the way #TheDress originally did.