Though it divided the Internet just last week, the dress is now the centerpiece of a new PSA.
The South African chapter of the Salvation Army created an ad campaign about domestic abuse using the white-gold version of the dress. The image, which features a woman covered in bruises and wearing the dress, states: "The only illusion is if you think it was her choice."
Is it so hard 2 see black & blue? 1 in 6 women are victims. #StopAbuseAgainstWomen#blackandblue #whiteandgold pic.twitter.com/HoYNXBQRIE— TheSalvationArmySA (@SalvationArmySA) March 6, 2015
Using the hashtag #StopAbuseAgainstWomen, the campaign hopes to piggyback off of the enormous virality of the white and gold/ blue and black argument.