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?

We posted it on social media through @salvationarmysa and various other international affiliates of the Salvation Army. By including the popular #TheDress hash-tag we were able to change the question posed by the original into one with meaning.

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