The Drum Awards Festival - Extended Deadline

-d -h -min -sec

White and Gold The Dress Salvation Army

Salvation Army white and gold dress ad raises domestic violence awareness ahead of International Women's Day


By John McCarthy, Opinion editor

March 6, 2015 | 2 min read

The Salvation Army has used #TheDress social media phenomenon to raise awareness of domestic abuse.

Salvation Army South Africa's social media campaign shows a woman with 'black and blue' bruises wearing a white and gold dress akin to the one that prompted so much debate over its colour when it went viral the world over last week.

Alongside the woman in the dress, which fooled many observers because of an optical illusion, the copy reads: "The only illusion was that it was her choice, one is six women are victims of serious abuse, stop abuse against women."

The Drum has reached out to Salvation Army South Africa for comment on the campaign.

White and Gold The Dress Salvation Army

More from White and Gold

View all


Industry insights

View all
Add your own content +