Domestic violence is an issue that is often overlooked as people choose not to see it. How do we highlight the issue and bring attention to The Salvation Army who work tirelessly and often without recognition to help those people affected by domestic abuse.

The real issue of “black and blue” being something that people find hard to see and often refuse to see in domestic violence cases was an opportunity to harness a meme and focus attention on a desperately serious problem facing women every day.

Over 1.3 Million social media engagements

Over 640 Million media impressions

Over 1315 Media outlets covered our campaign including major global networks

Most successful and most shared PSA campaign in South African history

With an estimated reach of 5.3 Billion

Reaching 179 countries on all 7 continents

Generating an estimated online PR value of over $11.6 Million with ZERO cost

In order to capitalize of the popularity of an existing viral meme we had created an ad in 24 hours that features a bruised model wearing a gold and white version of #TheDress with the caption asking: why it is so hard to see black and blue?

From one print ad, the campaign evolved organically, it was posted on social media and soon was featured in global news broadcasts and publications.

The campaign that took 24 hours to create went viral in 12, international news agencies covered the campaign an hour after it was launched online.

30.6 Million Twitter impressions in the first 24 hours

Over 1.3 Million social media engagements

Over 640 Million media impressions

Over 1315 media outlets covered our campaign including major global networks

Most successful and most shared PSA campaign in South African history

Generating an estimated online PR value of over $11.6 Million with ZERO cost

Estimated reach of 5.3 Billion

Engagements in 179 countries on all 7 continents