Whether you loved or hated #thedress debate that consumed the Internet last week (is it black and blue or white and gold??), you might want to pay attention to this.

The Southern African branch of the Salvation Army has tweeted an image of a potent new ad that repurposed the mind-boggling viral content to make something that is likely to seem a little more meaningful.

The image shows a woman covered in bruises wearing a white and gold dress. It is accompanied by a powerful message about domestic violence: “Why is it so hard to see black and blue?”

“The only illusion is if you think it was her choice,” the ad notes. “One in 6 women are victims of abuse. Stop abuse against women.”

The ad was designed by the Ireland/Davenport agency in Johannesburg and was placed in the Cape Times Newspaper on Friday morning, a Salvation Army spokeswoman said.

“They linked it to the work TSA [the Salvation Army] does with abused women and children and trafficked women,” Carin A. Holmes of the Salvation Army’s Southern Africa territory told The Washington Post in an e-mail. “We have two homes for abused women and children, Carehaven in Cape Town and Beth Shan in Johannesburg. TSA in South Africa brings awareness to this problem, which is huge.”

Hours after the ad began garnering attention, the Salvation Army in Canada tweeted out the same image produced by the Southern Africa territory.

Brands don’t always make the best decisions about how to make use of viral content. But this time, it appears the Salvation Army stuck the right tone.