The South African branch of the Salvation Army harnessed the power of a viral phenomenon -- the controversial white-and-gold vs blue-and-black dress debate -- and channeled it into a campaign raising awareness for a meaningful cause.
The organization tweeted an image of a model wearing a white-and-gold dress, covered in bruises. The caption reads, "Why is it so hard to see black and blue?" Though derived from a contemporary Internet sensation, the statement is powerful because it addresses a universal problem that's often rendered invisible.
The ad continues, "The only illusion is if you think it was her choice. One in six women are victims of abuse. Stop abuse against women." Dress debate aside, when it comes to domestic violence, we can't afford to be color-blind.
Viral Domestic Abuse Campaigns
The Salvation Army Turns the Dress Debate on Its Head
Trend Themes
1. Viral Campaigns - Opportunity for businesses to harness the power of viral phenomena to raise awareness for meaningful causes.
2. Raising Awareness - Disruptive innovation opportunity through using unconventional methods to draw attention to important social issues.
3. Domestic Violence - Significant potential for innovative solutions and products that address the issue of domestic abuse.
Industry Implications
1. Non-profit - Opportunity for non-profit organizations to engage in viral campaigns to advocate for important causes and increase support.
2. Fashion - Fashion industry can use their influence to raise awareness about social issues and show support for important causes.
3. Technology - Technology industry has the potential to develop innovative tools and platforms to fight against domestic violence and provide support to victims.