Salvation Army Uses “The Dress” Meme In Anti-Violence Ad

Photo Credit: Reddit

Photo Credit: Reddit

Last week, the internet went berserk debating whether or not a dress posted by a user on Reddit was white and gold, or black and blue. Some users saw the former, others the latter. #TheDress remained number one in Twitter’s trending list for at least 48 hours.

The scientific answer to the dilemma was that the dress is actually black and blue, but because rods and cones in certain people’s eyes react differently to lighting variation, some saw white and gold.

The Salvation Army figured out a way to use this viral sensation in order ti draw attention to the serious issue of violence against women.

NBC News reports that a South African ad agency, Ireland Davenport, came up with the idea and pitched it to the Salvation Army.

“We were discussing how the dress has become a massive talking point around the world, but it was not saying anything. We tried to figure out a way in which we could leverage off of the popularity of THE dress and actually use it for good,” David Sutherland, account director at Ireland, explained.

The anti-violence ad, shown below, features a woman in a gold and white dress, bruises on her face and body. Next to her, the caption: Why is it so hard to see black and blue?

Photo Credit: Twitter/The Salvation Army

Photo Credit: Twitter/The Salvation Army

The Salvation Army work closely with CareHaven, a shelter that provides women and children a place to live if they have been victims of abuse or trafficking.

It’s an example of brilliant campaigning, and very appropriate with International Women’s Day approaching on Sunday (March 8).

“Firstly, we hope to raise awareness against the atrocity of women abuse,” Salvation Army spokeswoman Carin Holmes told NBC.

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