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,
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.
Fans applauded the Salvation Army's use of a pop culture meme to bring attention where it's desperately needed.