Salvation Army ad campaign goes viral

A new Salvation Army ad, created by advertising agency Ireland Davenport and run in the Cape Times on Friday 6 March 2015, has sparked a social media following.

The advert, which used "the dress" to highlight abuse against women, triggered massive interest - almost all of it positive - on social media.

The caption reads, "Why is it so hard to see black and blue? The only illusion is if you think it's her choice. One in six women is a victim of abuse. Stop abuse against women."

"If any of the social media followers would like to support our work in the field of women's abuse, they are welcome to make a contribution via our SMS line by SMSing the word 'abuse' to 42290. Alternatively, contributions can be made via the website, www.salvationarmy.org.za," says Major Carin Holmes, PR Secretary for The Salvation Army, Southern Africa Territory.