#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.

References:

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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