The Salvation Army, South Africa, turned the furor over #TheDress, the one that might have been  Gold/White or Black/Blue, into an amazing statement against Domestic Violence.  Props to the SA South Africa not only for capturing a moment that had widespread public’s attention and powering it for a serious message, but finding the dress in retail.

You can see their campaign in this tweet:

Why is it so hard to see black and blue? One in 6 women are victims of abuse. #StopAbuseAgainstWomenpic.twitter.com/FgDdKdsMMb

— TheSalvationArmySA (@SalvationArmySA) March 6, 2015

Lots of media outlets picked up on it, including the super cool (in non-ironic way) Quartz.  Only at Quartz, they decided that the cover photo to their article should not have as many bruises as the original PSA.  However, deeper in the article, Quartz published the original photo, leg bruises and all.  Queries to Quartz (c’mon, that’s fun to say) went unanswered as to why the bruise was removed for the cover photo; the bait that draws a reader into an article or book.

The Salvation Army was originally created in 1865, in the UK to work with those people who were outside of the realm of ‘good society,’ when a preacher left his church and took his vision of Christianity to the street. His intent, to reach those people that church-going Christians at the time wouldn’t welcome into their folds. Today, their mission reads: “Into the world of the hurting,  broken, lonely, dispossessed, and lost, reaching them with love by all means, we will . . . stand for and serve the marginalized.”

Quartz, established in 2012, is a new media venture “built for business people in the new economy” who are digesting media digitally, specifically over tablets and mobile phones. Any comparison between its audience, and the people in churches in 1865 is purely coincidental.