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
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Haunting Domestic Violence Ads