#thatdress…. again

We all remember the gold and white dress, or should I say black and blue, that caused a stir across social media earlier this month. Well thanks to the savvy PR skills of The Salvation Army South Africa “#thedress” social media couldn’t get enough of has taken on a new interpretation. The Salvation Army tweeted out these photos just a head of International Woman’s Day earlier this month.

Screen Shot 2015-03-23 at 11.12.22 am

The smart juxtaposition of a meaningless social media meme against a real and powerful message creates a lasting impression. This image embodies the “shock tactic” that is often used by charities in order to gain attention and donations. Whilst this can be a controversial method it has obviously worked for The Salvation Army.Screen Shot 2015-03-23 at 11.12.50 am

Social media has allowed the opportunity of free marketing and publicity which is particularly useful for non-profit organisations such as the Salvation Army, who have limited monetary funds available. A recent survey of non-profit organisations found that 404 out of the 409 organisations surveyed utilised social media as a PR tactic. And it isn’t hard to see why. This campaign demonstrates just one successful approach to tackling the social media world from a PR perspective. This powerful campaign captures international attention with its clever twist on a viral phenomenon.Jumping on the social media bandwagon is definitely the next move hesitant organisations should make.


Curtis, Lindley et al. ‘Adoption Of Social Media For Public Relations By Nonprofit Organizations’. Public Relations Review 36.1 (2010): 90-92. Web. 14 Feb. 2015

Images found on: http://www.lakesmail.com.au/story/2929258/salvation-army-uses-thedress-in-powerful-domestic-violence-ad/?cs=35


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