It’s been a week since a Tumblr image of a simple dress caused a firestorm on Twitter and almost broke the Internet with record-breaking web traffic.
Is it blue and black, white and gold? No one seems to agree. At one point, more than 670,000 people were viewing Buzzfeed‘s post on it.
Ever since, other brands have tried to cash in on the Dress, including one failed attempt by Pizza Hut.
— Pizza Hut UK (@pizzahutuk) February 27, 2015
Then, on Friday morning, the South African branch of the Salvation Army released a genius ad campaign via Twitter ahead of International Women’s Day on March 8, using the Dress as a force for change, calling on people to move beyond petty disagreements over colour.
“Why is it so hard to see black and blue?” it reads. “The only illusion is if you think it was her choice. One in six women are victims of abuse. Stop abuse against women.”
— TheSalvationArmySA (@SalvationArmySA) March 6, 2015
While it remains to be seen if it will garner the same attention the Dress itself, it has been retweeted thousands of times, with positive responses.
— Reema (@reema80) March 6, 2015
— Stephen Taylor (@stephen_taylor) March 6, 2015
— Jake Shapka (@jayAlexanderr_) March 6, 2015
And it seems to be the dress that keeps on giving: On Wednesday, the British company that made the original dress, Roman Originals, released a limited gold-and-white edition of the dress for auction to raise money for Comic Relief, a U.K. charity fighting poverty.