Salvation Army SA's brilliant #TheDress hack

I was left completely cold by the 'is it blue, is it gold?' #dressgate. WHO CARES?, I shouted voicelessly at Twitter. But over 10 million people did. An astonishing reach but, much more impressive, is the South African Salvation Army's clever leveraging of the phenomenal buzz to shout loudly about a much more important message.

The copy reads: 'Why is it so hard to see black and blue?” ... “One in six women are victims of abuse. That’s no illusion.”

Super smart, super shocking.