"The Dress" that divided the Internet has finally been put to good use.
Many brands attempted to capitalize on the white and gold versus blue and black dress debate last week, but South Africa's branch of the Salvation Army used the infamous garment for a more altruistic purpose: a PSA about domestic violence.
The image posted to the Salvation Army's Twitter account shows a model in a white and gold version of the dress, body marred by dark bruises on her legs and face.
The caption reads,
Why is it so hard to see black and blue?
The only illusion is if you think it was her choice. One in 6 women are victims of abuse. Stop abuse against women.
The Telegraph notes the tweet comes just in time for March 8's International Women's Day.
The original image was retweeted over 1,000 times.
Why is it so hard to see black and blue? One in 6 women are victims of abuse. #StopAbuseAgainstWomen pic.twitter.com/FgDdKdsMMb — TheSalvationArmySA (@SalvationArmySA) March 6, 2015
Fans applauded the Salvation Army's use of a pop culture meme to bring attention where it's desperately needed.
@SalvationArmySA outstanding use of social media to drive campaign message brilliantly & quickly conceived & executed. — Julie Minns (@kenningtonkitty) March 6, 2015
@SalvationArmySA @Jessica_Asato superb, responsive messaging — Henry Playfoot (@henryplayfoot) March 6, 2015
@SalvationArmySA Amazing ad. Gave me chills. — charrón (@svelaflor) March 6, 2015
@SalvationArmySA powerful, brilliant campaign to bring awareness when random social media trends distract from real issues. — ZS (@zaysal) March 6, 2015
@CarlyFMorgan @SalvationArmySA Finally a reason to care about the dress. Smart move, @SalvationArmySA — Tom Arceneaux (@TomArceneaux) March 6, 2015