Big Companies Use Social Media and Pop Culture to Bring Awareness to a Very Important Issue

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By: Krystle Crossman

Social media blew up last week because of a photo of a dress. The black and blue dress (yes, that is the real color of the dress in the photo) caused quite and uproar because some people were seeing that the dress was white and gold. Our eyes were playing tricks on us because of the lighting in the photo and the different way that everyone sees colors. It seemed like almost everyone was talking about this dress. The Salvation Army in South Africa decided to use this social media debate to bring light to domestic violence in a new PSA campaign.

The SA created a photo image with a woman in the famed dress only the dress is actually white and gold. In letters next to the dress is the sentence, “Why is it so hard to see black and blue?”. The woman in the photo, although she is wearing a white and gold dress, is covered in bruises. Below the other sentence it reads, “The only illusion is if you think it was her choice. One in 6 women are victims of abuse. Stop abuse against women.” The campaign has caused quite a stir but has also brought about some critics. Men suffer domestic violence as well but it seems none of the campaigns from companies like the Salvation Army and Covergirl are addressing this as well.

This is not the first time that pop culture has been used to speak out against domestic violence. During the NFL controversy with Ray Rice and the assault against his girlfriend Covergirl decided to run an ad to speak out against the NFL for only suspending Rice for two games. They show a woman with makeup on her face that is painted to look like she is supporting the Ravens. Then they show another photo with the same makeup but she is also sporting a black eye this time. The tag line in the photo reads, “Get your game face on”. During the Superbowl a PSA ran that had a woman who was calling 911 and pretending that she was ordering pizza because she was afraid of what would happen if the man who hit her knew that she was calling the police. It was an actual 911 call and one that has to be made too often. All of these companies hope that these messages will bring more awareness to domestic violence and encourage people to speak up about it instead of sweeping it under the rug until it’s too late.

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