Remember the dress? You know, the dress, from last week? The Salvation Army is betting that people haven’t forgotten, with a new ad campaign from the South African arm of the organization that leverages the meme for a very worthwhile cause: talking about the insidious prevalence of domestic violence.
“The only illusion is if you think it was her choice,” the ad, posted to Twitter, reads. “One in six women are victims of abuse. Stop abuse against women.”
— TheSalvationArmySA (@SalvationArmySA) March 6, 2015
“Firstly, we hope to raise awareness against the atrocity of women abuse,” Carin A. Holmes, a spokeswoman for the Salvation Army explained to NBC News. In particular, they were hoping to bring attention to CareHaven, a shelter for abused women and children.