When I saw this ad my initial reaction was, “can’t we just let this damn dress debate go? Seriously?” Until I saw the ad the Salvation Army in South Africa just released and it might just be the most gut wrenching, but powerful take on the viral phenomenon — in the form of a domestic violence PSA.

agency: Ireland Davenport

“Why is it so hard to see black and blue?” reads the headline as the model in the photograph is clad in the white and gold shaded dress covered in bruises. The copy then 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 original version of this posting appeared on tagroom.com)