Back to News

This Clever Campaign Uses 'The Dress' to Raise Awareness About Domestic Violence

The ambiguously coloured dress has been "newsjacked" by the Salvation Army in this powerful campaign, to raise awareness for domestic violence.
By Catalogue staff, 07 Mar 2015
1
This Clever Campaign Uses 'The Dress' to Raise Awareness About Domestic Violence
1

'The Dress', which appears as either white and gold or black and blue to different people, has been cleverly utilised by the Salvation Army for their new campaign to raise awareness about domestic violence.

The advert riffs on the original news story about the dress which was that, while most people saw it as white and gold, a minority of people (me!) saw it as black and blue (the actual colours of the dress). The poster asks "Why is it so hard to see black and blue", underneath which it states "the only illusion is if you think it was her choice. One in six women are victims of abuse. Stop abuse against women".

If you haven't read about the ambiguously coloured dress yet, you're probably the only person in the world, and Wired unpack it nicely over here.

Using the momentum of a viral news story to draw attention to a piece of advertising is called "newsjacking", and – when executed correctly – it's an incredibly clever and successful (and cheap!) way to engage audiences. For example, back in 2013 when the Rana Plaza building in Bangladesh collapsed, killing thousands of people who worked in the clothing factories the building housed, American Apparel released this advert

americanapparel1.jpg

to advertise the fact that all of their product is made in the US and that they ensure fair, safe working conditions for their employees.

Another recent example of "newsjacking" is the cover of Cosmopolitan's February 2015 issue, where they simulated a woman being suffocated to death by wrapping the issue in a plastic bag, to raise awareness about honour killings.

cosmopolitan-just-released-a-provocative-cover-to-protest-honour-killings-1.jpg

Image: Cosmopolitan's February 2015 issue

Raising awareness about domestic violence is incredibly important. In Australia, one women is killed every week by her partner or former partner. In the US between 2002 and 2012, more women were killed by their partners or former partners than everyone killed in 9/11 and in Afghanistan and Iraq.

Last year, Catalogue contributor Elfy Scott wrote two pieces about the state of domestic violence awareness in Australia, which you can read here and here.

This advertising campaign has the added bonus of reminding us that advertising industry "creatives" aren't all liquid-lunching misogynists a la Don Draper, too.

-

Liked this? Read these articles about womens' issues:

1) The Rise of the Female Gaze in Fashion

2) A Short History of International Women's Day, and How You Should Spent it

3) Why Broad City is Better Than Girls

4) The Gays Aren't Alright

Have news tips? Send them to us at info@cataloguemagazine.com.au

1

Follow Catalogue Magazine on Facebook

1

Follow Catalogue Magazine on Instagram

1

You might like this

Non-Animal Leather Will Be a Thing By 2016

Non-Animal Leather Will Be a Thing By 2016
1

You might like this

Here's What the Sony Leak Revealed About Lorde

Here's What the Sony Leak Revealed About Lorde
1

You might like this

5 Wonderful Women Who Had Armpit Hair Before Miley Cyrus

5 Wonderful Women Who Had Armpit Hair Before Miley Cyrus
1

You might like this

The #KylieJennerChallenge Exposes the Problem With Celebrity Worship

The #KylieJennerChallenge Exposes the Problem With Celebrity Worship
1

You might like this

Here's the Latest Photo of a Woman Instagram Has Censored

Here's the Latest Photo of a Woman Instagram Has Censored
1

You might like this

These Tiny Girls Playing Metallica Are the Future, Adorable

These Tiny Girls Playing Metallica Are the Future, Adorable
1

You might like this

How to Get Involved in Fashion Revolution Day This Friday

How to Get Involved in Fashion Revolution Day This Friday
1

You might like this

The 8 Most Revolutionary Fashion Campaigns Ever

The 8 Most Revolutionary Fashion Campaigns Ever
1

You might like this

Carine Roitfeld's Uniqlo Collection Will Hit Aussie in October

Carine Roitfeld's Uniqlo Collection Will Hit Aussie in October
1

You might like this

Gail Sorronda: The Only Designer at MBFWA 2015 to Embrace Diversity

Gail Sorronda: The Only Designer at MBFWA 2015 to Embrace Diversity
1

Show me more
News

1