SOUTH AFRICA (CBSLA.com) — The dress that inspired days of debate over its actual color is back in the news, this time driving home an important social issue.

The Salvation Army’s South Africa branch is using the dress in an ad campaign about domestic violence.

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One photo shows a model with bruises on her face and legs. The caption reads, “Why is it so hard to see black and blue?”

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Many people online are calling the PSA “genius.”

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The charity’s website says the ads have already been seen by more than 10 million people on Twitter.