WASHINGTON — The Salvation Army has transformed the Internet’s biggest meme into a powerful statement against violence in the home. The South African branch of the charity tweeted a public service announcement showing a battered woman in a white and gold version of “the dress” with the caption “Why is it so hard to see black and blue?”

Why is it so hard to see black and blue? One in 6 women are victims of abuse. #StopAbuseAgainstWomen pic.twitter.com/FgDdKdsMMb — TheSalvationArmySA (@SalvationArmySA) March 6, 2015

Brilliant, says Marc Silverstein, president of Rockville-based public relations firm On The Marc Media. “Last week the dress was like one of those songs that you couldn’t get out of your head,” says Silverstein. “The fact that they were able to turn this on its head — that’s what made it effective.” According to Silverstein, anything that brings attention to domestic violence is good, and the Salvation Army found an effective way to seize the moment. “I can’t tell you how many times we tell our clients ‘If something’s happening in the news, we need to jump on it. What’s your take on something in the news,'” says Silverstein. “You’re able to jump in the wave of people Googling things online, or the meme of the moment.” The Salvation Army tweet packs a powerful message, despite being based on a light-hearted debate about an optical illusion, says Silverstein. 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 fact you’re able to take something that may have been frivolous and turn it into something with impact, that takes some creativity, and shows exactly how you’re supposed to do this kind of thing,” says Silverstein.