It was The Dress responsible for millions of baffled tweets and Facebook posts the world over - but now, it's gained new notoriety. No, we’re not talking about the guy who got a tattoo of it- but the charity who has used The Dress to raise awareness of domestic violence.
The South Africa Salvation Army posted a picture of a model wearing the dress, and covered in bruises using the caption - ‘Why is it so hard to see black and blue?’
The ad explained that one in six women are victims of abuse, and ‘that’s no illusion’.
But The Dress has, once again split opinion - in a very different way to the first time round.
Many people have congratulated The South Africa Salvation Army and Carehaven, a women’s shelter who are also featured on the ad, on using the momentum that was created by the viral optical illusion for good. Supporters say that the campaign has actually made them think about domestic violence. Others say that turning the mundane into activism is something to be commended.
However others say that using a meme to talk about something as serious as domestic violence trivialises the matter and makes light of what victims suffer.
It has been controversial - but, Frankie Burgoyne, the administrator of Carehaven told Buzzfeed last week that she felt that was the point.
“To be very honest I think the more controversial the advert the better if it gets the message across!” she said. "It is a terribly sad and rife problem in our communities, made so much worse by the drug and alcohol abuse which is SO prevalent in our society.”
And no-one can deny that, not for the first time, The Dress has got people talking which, surely, is the point?
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