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Salvation Army uses #thedress to spread powerful Women’s Day message

While many brands have been taking to Twitter to celebrate International Women’s day, none have been as successful as The South African branch of the Salvation Army.

Using the viral debate on #thedress, the Salvation Army tweeted an image of a lady dressed in white and gold with blue black marks all over her body and asked: “Why is it so hard to see black and blue?”

The ad also says: “The only illusion is if you think it was her choice. One in 6 women are victims of abuse. Stop abuse against women.” The powerful ad was created by the Ireland/Davenport agency in Johannesburg.

Another successful campaign in line with International Women’s Day was by UK charity Women’s Aid. The group launched a digital billboard campaign to raise awareness for domestic violence.

The billboard ad depicts the face of a woman covered in bruises, with the words “Look at me” in bolded font. It uses facial recognition technology to detect passersby who actively pay attention to the image shown. The bruises on the woman’s visage slowly heal, as more and more people notice her battered face. This ad aims to demonstrate the importance of public support in confronting and eliminating domestic violence, simply by not turning a blind eye.

Meanwhile, late last year, AWARE Singapore also launched a TV campaign with Mediacorp artiste Zoe Tay to raise awareness for its Sexual Assault Care Centre (SACC), for women who have faced sexual assault. The two commercials in English and Mandarin were supported by Mediacorp Cares as part of its community outreach programme.

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