The Salvos Used #TheDress In A Powerful Campaign Against Domestic Violence

In a stroke of advertising genius – albeit a sad one, given that it should actually be necessary in the first place – the Salvation Army have co-opted #TheDress, the subject of much idle debate these past few weeks, to start a conversation about domestic violence.

“Why is it so hard to see black and blue?” asks the text on their provocative ad, which shows a young woman covered in bruises while wearing a white and gold version of the dress. “The only illusion is if you think it was her choice. One in six women are victims of abuse. Stop abuse against women.”

At the time, the optical illusion that was #TheDress lit up Facebook and Twitter as people argued about whether it was black and blue, or white and gold. Congratulations to The Salvation Army for recontextualising it in such a meaningful way, in an ad that is sure to be shared and discussed.
Last month, Australian Of The Year recipient Rosie Batty launched a free app that aims to support sufferers of domestic violence, and raise awareness.
The Salvation Army provide support and counselling to women who are experiencing domestic violence. IF you or someone you know is experiencing domestic violence, you can call the National Domestic Violence and Sexual Assault Helpline 24 hours a day on 1800 737 732 or 1800 RESPECT. You can contact Lifeline on 131 114, Kids Helpline on 1800 551 800, and the Child Abuse Report Line on 13 14 78.

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