On Friday, the Salvation Army PSA account tweeted out the following image of a woman with visible bruises, wearing a dress that closely resembles the one that went viral.
"The only illusion is if you think it was her choice. One in six women are victims of abuse," the ad says. "Stop abuse against women."
According to ABC News, the ad was created by South African creative agency Ireland/Davenport as a charity peace for the Salvation Army.
"We wanted to take advantage of the hype of the meme to spread awareness for something important," Ireland/Davenport creative director Wihan Meerhloz told ABC News. "Our creative team brainstormed ways to send a greater message about overlooked abuse against women using the dress."
So far, #TheDress PSA has been widely shared on social media, with over 2,000 retweets and nearly 1,000 favorites. Many Twitter users have praised the PSA.
@SalvationArmySA Brilliant campaign. Let's hope it helps stop abuse blindness— Julie Posetti (@julieposetti) March 6, 2015
The Salvation Army also released an audio documentary about human trafficking, which you can listen to here.
What do you think of the Salvation Army's #TheDress campaign?