“Why is it so hard to see black and blue?”
“The only illusion is if you think it was her choice. One in 6 women are victims of abuse. Stop abuse against women,” the campaign photo caption read.
The graphic was created by Ireland/Davenport, an advertising company in South Africa, who approached the Salvation Army with the campaign idea.
“For the past few days the internet has been swarming with comments about ‘the dress’ – overall people have been commenting how they hate the fact that an insignificant thing like this could take priority on the internet over more pressing topics such as abuse,” they said in a statement to BuzzFeed News. “This ad is a mechanism to be seen not just as a message for women who have been abused but for all.”
They also shared with ABC News that they “wanted to take advantage of the hype of the meme to spread awareness for something important.”
Many on Twitter responded positively to the graphic and retweeted it.
— Reema (@reema80) March 6, 2015
Ireland/Davenport’s creative director thanked everyone who has been spreading the campaign’s message and encouraged others to continue raising awareness.
“Everybody on the Internet, thank you for retweeting, resending and sharing this strong message. Let’s keep on going!”