Photo : Collected
The image shows tents in a camp, highlighted to spell out one single phrase: “All Eyes on Rafah.” It has been shared more than 50 million times.
A single image, not even an authentic photograph, is the focus of a singular campaign on Instagram that has caught the attention of the algorithm and captured the imaginations of users across national borders - a show of support for the Palestinian movement as the war between Israel and Hamas enters its eighth month.
The simple AI-generated image was created and first shared by a Malaysia-based Instagram user and has gone viral on the social media platform, with a message that attempts to call attention to the small southern city of Rafah after Israeli airstrikes killed at least 37 people in a camp for displaced Palestinians. As international outrage followed the incident, the phrase took center stage in the online discourse.
SOCIAL MEDIA'S ROLE IN THE ISRAEL-HAMAS WAR
There have been multiple social media trends and campaigns during the Israel-Hamas war. People use their platforms to be a part of such trends for varied reasons.
“Being a part of the ‘All eyes on Rafah’ trend is people’s way of lending their support and helping spread the message of what’s happening in Israel," says Matt Navarra, a social media consultant and industry analyst. "It is also to be part of that movement or that change in any small way that they can.”
HOW THE IMAGE MOVES AROUND
Months ago, Israel months identified Rafah as Hamas’ last major stronghold and vowed to invade, despite the presence of hundreds of thousands of Palestinian civilians who had sought shelter there. It sent in ground troops last month and most civilians have fled, though Israel continues to say its operations there are limited.
The slogan has gained momentum since last week’s deadly airstrike. Instagram influencers and celebrities in general have shared the image and the message, and when you follow a big name you are more likely to share the same content. That helps account for ‘All Eyes on Rafah’ becoming so viral.
Social media influencers also took part in this trend and shared the image widely on the platform. Aaliya Ilyasi, for example, has more than 89,000 followers on Instagram and has been vocal about her opinion about the ongoing Israel-Hamas conflict since the very beginning.
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