Just a week after the #TheDress practically broke the Internet, The Salvation Army has seized on the garment’s viral momentum for a decidedly less frivolous cause. The dress is the centerpiece in a striking new domestic violence campaign. “Why Is It So Hard To See Black And Blue?” the advertisement asks, alongside a photo of a woman bearing multiple bruises and wearing a white and gold version the now-famous dress. The campaign was conceived by the South African chapter of the Salvation Army, where a spokesperson for the organization says violence against women is major problem.
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