Few
days ago, the only think spoken in the social networks and the question that
have the world without sleep was: Is the dress blue and black or white and
golden? Well, taking advantage of the fame of this dress, the organization against
the gender violence The Salvation Army, has carried out an advertising campaign
with the catchword "Why is so hard to see black and blue" and a
picture of a women full of bruises and dressing that famous dress (in this case,
the dress is white and golden). The picture is also accompanied by another
phrase that says the next: "The only illusion is think that has been her
election. One in six women is a victim of the gender violence. Stop the gender
violence". With this campaign, the organization want to show that even the
most beautiful dress (or in this case, the most famous) can't cover the bruises
of the woman skin, and it has been done because there are still people who
can't see the reality of the problem of the gender violence (the 35% of the
women in the world suffered gender violence). Using this dress, the
organization wants that this message reach as many people as possible like the
question of the color of the dress.
After,
for bolster the campaign, the same organization had publish another picture answering
the question of the first ("Why is so hard to see black and blue?"):
"Because they covered it with white and gold" and adding the phone
number of the association and another phrase: "majority of women who are
abused never report it".
I think hat it's a good advesrtiment and also, a good moment to publish it because coincide the fame of this dress with the day of the woman. Besides, The Salvation Army had turne a "silly" internet fasciantion into a powerfull awareness campaign. It's an original campaing with an original catchword for try to make aware the women that suffered abuses that they have to say it. The campaign also encourage to all the poeple who knows someone who is going throuht this situation to report too.
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