The Salvation Army: A Case Study

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Back in March 2015, there was a huge controversy over a dress and what colour it was. Some people say black and blue and others saw white and gold. The Salvation Army foundation used this controversy of the dress to target its audience of mainly young adults. The South African branch of the Salvation Army released an ad with a women bruised up in the white and gold dress with the slogan ‘Why is it so hard to see black and blue. The only illusion is if you think it was her choice. One in six women are victims of abuse. Stop abuse against women’ (Salvation Army Advertising, 2015). The organization used the dress as a force for change, telling people that there are more important things happening in the world than the disagreement over the colour
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