The South African advertising agency behind the image, Ireland/Davenport, told BuzzFeed News in an emailed statement:

"For the past few days the internet has been swarming with comments about 'the dress' – overall people have been commenting how they hate the fact that an insignificant thing like this could take priority on the internet over more pressing topics such as abuse," the company said.

The agency's creative team created it within 24 hours and then approached the Salvation Army to ask if they would like to put their name to ad.

"After the idea had been cracked by the team there was no time to spare. We approached the Salvation Army and they were nothing but helpful and overjoyed to help us get their message out there," the agency said. "With the help of favours from suppliers and production we managed to create and publish the ad in a day.

"This ad is a mechanism to be seen not just as a message for woman who have been abused but for all."