LONDON: Kuwaiti telecommunications giant Zain has dedicated this year’s Ramadan commercial to the plight of Palestinian children in Gaza, shedding light on the ongoing humanitarian crisis.
The clip has amassed almost 2.5 million views on YouTube since its release earlier this week.
The video starts with young actors portraying victims of the war and speaking about their rights in front of what appears to be a session of the UN Security Council.
The young voices convey the suffering inflicted by repeated US vetoes on resolutions aimed at halting the conflict, underscoring the vital importance of amplifying children’s voices in such critical situations.
A song says: “When adults remain silent, children’s voices will plead, and if the political scales tip, people’s justice will lead.”
The video includes emotional testimonials from the families of children Reem and Youssef, who have been killed in Israeli airstrikes, while also lamenting global inaction and urging an end to the exploitative portrayal of Gaza’s devastation and the plight of its children by the media.
The scene of children banging empty pots and bowls symbolizes the hunger and hardship in Gaza caused by insufficient humanitarian aid.
“Shtok,” which translates to “shut up” in Hebrew, the children tell leaders. “Do you hear me now?”
The commercial serves as a stark reminder of the Palestinian community’s relentless pursuit of representation and safety amid the violence, offering a message of resilience and hope for eventual justice.
Recent data from the Gaza Health Ministry reveals that over 30,000 individuals, including a significant number of children, have lost their lives in the Gaza Strip since the eruption of violence in October.
Social media users have been quick to commend the commercial’s bold and impactful narrative, praising it as a moving portrayal of the ongoing struggle and a poignant expression of solidarity with the Palestinian people.
“It choked me with emotion,” said one user. “Creativity at its finest.”
The commercial also features the national symbol Handala, created by Palestinian cartoonist Naji Al-Ali, which represents the people’s suffering and serves as a silent protest against the world’s indifference.
As Handala fades into the distance, accompanied by the words “I shall return, no land is yours, no promised fate,” the commercial concludes with a solemn request to the international community to redouble efforts to end the conflict and facilitate the return of Palestinians to their homeland.
Zain’s Ramadan commercials have become highly anticipated annual releases, often tackling sensitive social issues with grace and sincerity. Previous ads have sparked global discourse, with Zain’s commitment to addressing extremism and refugee crises through compelling storytelling earning both praise and criticism.
In a departure from earlier campaigns targeting children, recent commercials have shifted focus to resonate more deeply with adult audiences while maintaining their commitment to raising awareness and fostering dialogue on pressing humanitarian issues.
