Salvation Army uses #thedress to raise domestic violence awareness

(YouTube/CNN, Salvation Army South Africa)


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(CNN) — The Salvation Army in South Africa is using #thedress to spread a different kind of message about the colors black and blue.

The organization is using the viral sensation to spread awareness about domestic violence. An ad shows a model wearing a white and gold dress resembling the one that caused an Internet meltdown last week as people debated whether the garment wasn't actually black and blue instead.

The model also sports bruises on her face and body. The caption reads "Why is it so hard to see black and blue? The only illusion is if you think it was her choice."

Why is it so hard to see black and blue? One in 6 women are victims of abuse. #StopAbuseAgainstWomenpic.twitter.com/FgDdKdsMMb — TheSalvationArmySA (@SalvationArmySA) March 6, 2015

The ad has received mostly positive response.

@SalvationArmySA outstanding use of social media to drive campaign message brilliantly & quickly conceived & executed. — Julie Minns (@kenningtonkitty) March 6, 2015

> [@SalvationArmySA](https://twitter.com/SalvationArmySA) [@Jessica\_Asato](https://twitter.com/Jessica_Asato) superb, responsive messaging > > — Henry Playfoot (@henryplayfoot) [March 6, 2015](https://twitter.com/henryplayfoot/status/573812575244304384)

> [@SalvationArmySA](https://twitter.com/SalvationArmySA) — Awesome ad Sally, clever, intelligent, and impactful > > — Tony Ridgway (@tonyr49) [March 6, 2015](https://twitter.com/tonyr49/status/573813438331355136)

Domestic violence hotlines
  • Utah: Call 1-800-897-LINK (5465) for fully confidential help. The Utah LINKline operates 24 hours a day, 7 days a week
  • National: Call the National Domestic Violence Hotline at: 1-800-799-SAFE (7233)

The dress, which is sold by the British company Roman, is actually black and blue. Julia Haller, the ophthalmologist-in-chief at Wills Eye Hospital in Philadelphia, explained that different people saw different colors because eyes perceive colors in a slightly different way, based on genes.

The-CNN-Wire™ & © 2015 Cable News Network, Inc., a Time Warner Company. All rights reserved.

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