After all the free-advertising inane herd-mentality hype over the dress ... what an intelligently out of box creative perspective to that infamously (fugly) dress.
When brands attempt to harness viral phenomena for their own purposes, the results are often cringe-worthy. But, in this case, using last week’s hoopla over #TheDress for a powerful message about domestic violence seems to have hit the mark.
The Salvation Army’s South Africa branch tweeted a PSA Friday morning showing a model with a black eye and bruises wearing a gold and white dress. It’s the same dress that blew up on social media last week as people debated whether it was blue and black or white and gold (it’s blue and black, it turns out).
“Why is it so hard to see blue and black,” the ad says, in a nod to the optical illusion created by the original image of the dress.
“The only illusion if is you think it was her choice. One in 6 women are victims of abuse,” the ad continues. “Stop abuse against women.”
The image also includes the logo of Carehaven, a shelter for victims of abuse run by the Salvation Army. The centre has assisted 5,000 women and children, according to the organization.
The ad was created by Ireland/Davenport, an ad agency in Johannesburg. According to Buzzfeed, the company created the ad within 24 hours and presented it to the Salvation Army, who agreed to put their name on the image.