London: As Gaza’s healthcare system teeters on the brink of collapse due to the destruction of hospitals by Israeli forces, a Palestinian activist has devised an innovative way to contribute to its restoration – through the sale of a soft drink, reports The Times of India. Osama Qashoo, a filmmaker and human rights advocate, recently launched Gaza Cola in London, with profits aimed at rebuilding Al-Karama Hospital in northern Gaza.
Qashoo describes the hospital as relatively small and manageable, making it a viable project despite the overwhelming devastation in Gaza. “It’s been reduced to rubble for no just reason, like many hospitals in Gaza,” he stated, emphasising the importance of hope and imagination in the face of despair.
Though the project’s timeline and financial requirements remain uncertain, Qashoo has already begun exploring medical equipment and hospital design options. In the interim, a field hospital has been established in Gaza using parachutes left behind from aid drops.
Launched in November 2023, Gaza Cola’s distinctive red can features the Palestinian flag, Arabic calligraphy, and a keffiyeh-inspired design. For Qashoo, who is not a fan of fizzy drinks, the product serves as a vehicle for a powerful message. “It’s a statement to corporate companies investing in armed trade. They need to realise their greed is causing genocide,” he said.
Qashoo has long been an advocate of the Boycott, Divestment, and Sanctions (BDS) movement, which targets corporations complicit in the occupation of Palestine. Coca-Cola, a company BDS urges to boycott, reportedly operates facilities in occupied East Jerusalem. Qashoo views the company as symbolic of corporate apathy toward human suffering.
Gaza Cola has gained traction, selling over 500,000 units by the end of 2024. It is available online at £30 for a 24-pack and £12 for a six-pack, with shipments reaching Spain, Australia, South Africa, and Kuwait. However, Palestinians in Gaza and the West Bank are unlikely to access the drink due to ongoing restrictions.
The initiative also aligns with a broader trend in the Middle East, where local soft drink brands have gained popularity amidst boycotts of Western products like Coca-Cola and Pepsi. “If you like cola, why not choose this one? It’s an alternative,” Qashoo suggested.
Qashoo, originally from Nablus in the West Bank, has spent over 18 years in the UK after being shot, imprisoned, and tortured by occupation forces. In 2001, he co-founded the International Solidarity Movement and participated in the Gaza Freedom Flotilla in 2010. Last year, he launched Palestine House, a cultural and political hub in London where Palestinians can celebrate their identity unapologetically.
