The Dress becomes the Perfect Awareness Campaign

The Salvation Army Ad“Why is it so hard to see black and blue?” That was the slogan used by The Salvation Army in South Africa to bring awareness to abuse against women. It was released on the heels of “The Dress” that created worldwide arguments on the Internet. Some people saw the dress as white and gold, while others saw it as blue and black.

When I first learned about the dress I pulled it up on my cellphone and saw that it was indeed white with gold fringe. It was obvious. So obvious that I couldn’t understand why there were online arguments. When I got home that night I pulled up the photo on my iPad to see if I could better understand the argument. It was then that I was amazed. The dress I was looking at was obviously blue with black fringe.

I took time to research the phenomenon and was perplexed at how the image of the dress could appear more than one way. I went to take another look a couple days later and found a very impressive PSA by The Salvation Army. The picture had a woman in a white dress with gold fringe and the copy read, “Why is it so hard to see black and blue?”

The model was given black and blue bruises to help the symbolism of people not seeing those around them that are battered. The hint was subtle, yet powerful. It reminded me of a short film about people sitting in a church while boxcars filled with Jews were transported through their neighborhood to a concentration camp. No one acknowledged the sound of the train passing.

Anytime people look away from the ugly to continue living their comfortable life, many are abused. What is that phrase…”The only thing necessary for the triumph of evil is for good men to do nothing.”

The media plays a very important role in bringing awareness to society. Unfortunately the media chooses what to share and what not to share. We are no longer living in a day and age when all things are presented equally for us to make our own educated decision. Instead the media only use propaganda to sway our lifestyle to that of their choosing.

But today, I’ve decided to remind my readers that every year in America more women are beaten on Super Bowl Sunday than at any other time of the year. And, that the number one form of violence in America is domestic violence. That’s right. It’s not guns or gangs, but violence in the homes of our communities.

I recently watched a movie that suggested rifles be outlawed because 285 people were killed last year by a rifle. The numbers didn’t shake me since 1,490 died from domestic knife wounds and about 33,000 died in car accidents.

The Salvation Army did a great thing in bringing awareness by capitalizing on the free publicity that The Dress generated. Some estimated that the organization received the equivalent of $10MM in free advertising in South America and millions more worldwide by acting quickly.

Copyright © 2015 by CJ Powers

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s