Salvation Army South Africa Turns #TheDress into Powerful PSA

Q: Why is it so hard to see black and blue?
A: Because they cover it in white and gold.

#TheDress took the Internet by storm last week. While police brutality, race relations and healthcare have been hot American topics for a while, the color of the dress was an undoubtedly intense (and arguably ridiculous) debate. Is it white and gold or black and blue?

Now, Salvation Army South Africa is using the dress and its popularity to drive awareness against domestic violence.

It’s not unusual for a brand to jump on the pop culture bandwagon, but it’s hard to deny the brilliance and importance of this campaign. Pop culture references can often feel like a huge stretch, but this is a notable use of a silly meme in order to shine a light on a more sensitive topic that may not otherwise be talked about.

And now, people are talking about it. Many have found that the ad is disturbingly brilliantpowerful and necessary.

Other anti-domestic violence organizations such as Mariska Hargitay‘s No More have shown their support for the campaign. It just goes to show how vital that support is to getting the message out there, and ultimately taking action.

So, the message remains: It’s so hard to see black and blue because they cover it with white and gold.

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