Salvation Army uses ‘The Dress’ for domestic violence campaign

Watch: Erika Tucker reports on the Salvation Army’s new ad campaign.

TORONTO – Social media was abuzz with talk about “The Dress” once again Friday, but instead of debating the colour of the now infamous frock, users were celebrating a powerful campaign starring the dress.

The South African branch of the Salvation Army tweeted an image early Friday showing a model covered in bruises in a gold and white version of the dress.

“Why is it so hard to see black and blue,” reads the tag line. “The only illusion is if you think it was her choice.”

The domestic violence campaign is based off of the image of a black and blue dress that became a viral sensation thanks to an optical illusion that caused some to see the dress as white and gold.

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READ MORE: Here’s why no one can agree on the colour of the dress

Now, the Salvation Army’s take on the dress is going viral as Twitter users share the campaign image, many calling it “powerful.”

The Salvation Army’s image features the logo for Carehaven, a home for abused women and their children run by the Salvation Army. According to the charity’s website, Carehaven has helped more than 5,000 women and children to date.

According to the campaign, one in six women are victims of abuse.

The Salvation Army sent a follow up tweet later in the day:

Domestic abuse continues to affect families in Canada. In 2010, victims of family violence made up a quarter of all victims of violent crime; half were spouses.

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