Salvation Army Creates Anti-Abuse PSA Using #TheDress

Written by Emi Boscamp

Though the useless #blueandblack versus #whiteandgold debate divided the internet last week, it's now the centerpiece of a meaningful new PSA.

The South African chapter of the Salvation Army created an ad campaign about domestic abuse using the (mythical) white and gold version of #TheDress. The image, which features a woman, covered in cuts and bruises, wearing the dress, states: "The only illusion is if you think it was her choice."

Using the hashtag #StopAbuseAgainstWomen, the campaign hopes to use the enormous virality of the infamous garment as a force for good, ahead of International Women's Day on March 8.

Also in the spirit of Women's Day, the charity Women's Aid launched an interactive billboard that uses facial recognition technology to help "fade" the bruises on an image of a woman's face.

The more people stop to look at the ad, the faster her injuries will heal. The idea is to demonstrate that we can all make a difference when it comes to domestic abuse — we just have to pay attention to it.

Polly Neate, chief executive of Women's Aid, said in a statement:

Domestic violence is experienced by hundreds of thousands of women every year, but many feel unable to tell anyone because they think that they won't be believed or that people won't understand. These women live in an invisible prison: controlled and harmed by the person who should love them most.

Screengrab via The Salvation Army / Twitter

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