Ad uses ‘the dress’ to send message about domestic violence

It’s the dress that had everybody talking last week after no one could agree on whether it was blue and black or gold and white, but this week, the Salvation Army took what started as a lighthearted Internet meme and turned it into an image with a powerful message.

This harrowing photo from the Salvation Army was released as a domestic abuse PSA in South Africa, reports AdWeek. The ad reads in large font,“Why is it so hard to see black and blue?”

Underneath, it says: “The only illusion is if you think it was her choice. One in 6 women are victims of abuse. Stop abuse against women.”

Violence against women in South Africa was rated the highest in the world in 2013. Attention toward domestic violence was renewed in South Africa after athlete Oscar Pistorius killed his partner, Reeva Steenkamp.