The Salvation Army in South Africa has released a picture featuring the dress that sparked global debate about its colour to raise awareness about domestic violence.
Last week a picture of a lacy dress was shared millions of times as people the world over argued whether it was white and gold or black and blue.
Now the South African charity have cleverly used its fame to highlight the plight of women who suffer domestic abuse.
The advert, which appeared on Twitter, has the tag line: "Why is it so hard to see black and blue?"
Underneath that it says: "The only illusion is if you think it was her choice. One in six women are victims of abuse. Stop abuse against women."
Scores of Twitter users were quick to back the campaign.
As well as being retweeted dozens of times the post garnered hugely positive responses.
Following the internet frenzy the dress caused - whose colour depended on how the viewer's eyes saw it - it sold out almost immediately.
But British retailers Roman Originals, the factory behind the dress, have said they plan to make a white and gold version