We’ve talked about how brands capitalized on #TheDress frenzy that erupted late last month. While most of these were tongue-in-cheek jabs at what some might call a fluke viral singularity, there was one which used the hype to highlight a cause that could very well use some worldwide attention.

The Salvation Army in South Africa ran this PSA (public service announcement) against domestic violence. “Why is it so hard to see black and blue”, reads the headline. The copy 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 agency that handled this campaign is Ireland Davenport.

Salvation Army

We’ve all fallen for the hype of the debate behind the dress and whether we loved it or hated it, what we cannot deny is that it was big. Almost everyone we knew had to say something about it. Maybe we need to start addressing the problem of domestic violence with the same fervor we showed towards figuring out the colour of a random piece of clothing.