Salvation Army uses The Dress in ad on violence against women

Salvation Army uses The Dress in ad on violence against women

The dress almost crashed the Internet.

Millions of netizens, including celebrities and Hollywood stars, debated what colour it was - black and blue or something else.

Now the Salvation Army has adopted it for the focus of its latest anti-domestic violence campaign, the Mail Online reported.

"Why is it so hard to see black and blue?" is the charity's latest slogan and highlights the plight of women who are victims of domestic violence.

Launched in South Africa on Friday, where one in six women are victims of abuse at home, it features a model wearing the Roman Originalsdress in white and gold.

Capitalising on the garment's notoriety, the tag line reads: "The only illusion is if you think it was her choice. One in 6 women are victims of abuse. Stop abuse against women."

The picture has been shared thousands of times online, with Twitter users among those to praise the charity's clever adoption of the trend.

Netizen Andrew Blakeley said: "The best hijacking of the online culture I've seen recently. Bravo to the Salvation Army."

The dress' sparked global debate last week with millions of people arguing over the colour of its fabric.

This article was first published on March 8, 2015.
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