Salvation Army See Black and Blue with Dress

The Salvation Army in South Africa has launched an online and print advertising campaign connecting the recent dress internet meme with their support for people affected by domestic violence. The black and blue dress seen by many as white and gold had millions of people wondering why so many saw different colours. The Salvation Army ad shows a woman wearing a white and gold dress, with bruises on her face and legs. “Why is it so hard to see black and blue? One in 6 women are victims of abuse.” Beneath that a caption reads: “The only illusion is if you think it was her choice. One in six women are victims of abuse. Stop abuse against women.” The campaign includes the logo for Carehaven, the Salvation Army home for abused women and children.

Salvation Army See Black and Blue

The campaign is being promoted by The Salvation Army Twitter channels in South Africa, the UK, USA and Canada.


The Salvation Army See Black and Blue campaign was developed at Ireland/Davenport, Johannesburg.