The Salvation Army in South Africa captured global attention Friday with a campaign targeting violence again women that picks up on the viral success of "The Dress." But while the ad's take on seeing "black and blue" has gone viral in its own right, it has also generated its fair share of criticism.
Last week, the internet gathered in collective wonder to gawk at a blue and black dress that appeared to be white and gold to many people.
The Salvation Army ad, tweeted by the organization's South African arm Friday morning, builds off the blue and black or white and gold debate to send a message about violence against women.
Many online were quick to praise the campaign as both clever and powerful.
Excellent campaign by the Salvation Army. 'The only illusion is if you think it was her choice.' pic.twitter.com/N6WvHlpH0a— @Amy_Abrahams
News organizations around the world jumped on the story.
Ontario Premier Kathleen Wynne also retweeted the ad just after announcing a campaign to end sexual violence and harassment in the province.
But not everyone is a fan of the campaign.
The Salvation Army faced some criticism on Twitter for portraying violence against women with the same visual vocabulary commonly used by the fashion industry.
There is just something absolutely stomach-churning about covering a beautiful woman in fake blood & bruises for "awareness"— @anne_theriault
Yes The Salvation Army deserve kudos for their campaign raising awareness of domestic abuse, but let's not forget their treatment of LGBT.— @selizabethdaly
Others argued that the Salvation Army, a Christian group, discriminates against the LGBT community. For its part, the organization has said it does not view being gay as a sin but will not perform gay marriages.
Salvation Army first need to be Respectful to LGBT community, before they talk about Domestic violence. #StopTheDiscrimination— @Ammakardi
What do you think about the ad? Share your thoughts in the comments.