#thedress as seen by the Salvation Army.

In the realm of the internet, everything has the potential of becoming a sensation. A woman posts a photo of the dress her mother is supposed to be wearing to her wedding, and the rest became known as #thedress internet frenzy. Under different light calibrations the dress appeared white and gold. The dress in question turned out to be Black and Blue.
Enter the Salvation Army with a brilliant awareness campaign based on the hot topic du jour, and their beautiful take on "why is it so hard to see black and blue?" - "because they cover it in white and gold"... The black and blue being the ravages of domestic violence.
This, ladies and gentlemen, is how you capitalize on an out-of-proportion frenzy and turn it into something worthwhile.