Ask me why I’m passionate about Advertising.
This time last week, the question of the day was, “Is this dress black and blue, or gold and white.”
Today, we’re asking a whole new question, thanks to the brilliant idea from ad agency Ireland Davenport. Immediately, they brought the idea to the Salvation Army South African Branch.
The dress was shared millions of times online last week after it was discovered that some saw the garment as white and gold, while others saw it in blue and black. Now circulating in its place is an advertisement featuring a bruised blonde woman lying on her side wearing a white and gold version of the dress.
The Ireland Davenport team recognized the opportunity to shed some light on Domestic Violence. They remind us that not everything is as it appears. Unlike many online statements, it is no exaggeration that one in six women are victims of abuse. It’s not as simple as the dress dilemma. It’s not just a matter of perception or lighting. “The only illusion is if you think it was her choice,” the photo notes. “One in 6 women are victims of abuse.”
The image then shared the hastag #StopAbuseAgainstWomen.
David Sutherland, an account director for Ireland Davenport told NBC News:
“We were discussing how the dress has become a massive talking point around the world, but it was not saying anything… We tried to figure out a way in which we could leverage off of the popularity of THE dress and actually use it for good.”
The campaign comes just ahead of International Women’s Day on March 8.
“Firstly, we hope to raise awareness against the atrocity of women abuse,” says Carin A. Holmes, a spokeswoman for the Salvation Army.Holmes said she hopes the campaign will especially bring attention to the Salvation Army’s work with CareHaven, a South African residential shelter for women and children who have been abused or trafficked.
A Personal Note – Agencies like Ireland Davenport keep my passion for advertising alive.