Gaza’s healthcare is facing an imminent crisis as warned by the United Nations, with hospitals being attacked amid ongoing conflict. In response, Palestinian activist Osama Qashoo has initiated an innovative approach to support rebuilding efforts by creating a soft drink called Gaza Cola. Recently launched in London, this Coca-Cola alternative aims to generate profits that will be used to rebuild al Karama hospital, which has been devastated by conflict.

Qashoo, a 43-year-old filmmaker and human rights advocate, described the destruction, stating, “It’s been reduced to rubble for no just reason, like all of these hospitals in Gaza.” He chose al Karama due to its manageable size and affordability, signifying a plan that, while lacking clear timelines or cost estimates, underscores a vision of resilience and hope: “We are allowed to have an imagination … we have to dream, otherwise we can’t live.” In the meantime, a temporary field hospital has been established using parachutes from aiding missions.

Born out of Qashoo’s vision in November 2023, Gaza Cola features a distinctive red can adorned with the Palestinian flag and Arabic calligraphy, along with a design reflecting the Palestinian keffiyeh, an emblematic symbol of resistance. While Qashoo himself is not particularly fond of fizzy drinks, he positions Gaza Cola as a message to major corporations involved in arms trade, urging them to recognize the consequences of their financial acts: “Do you see what your money’s doing?” he questioned. “[It] is destroying homes and our environment … they need to wake up and understand that their greed is causing our genocide.”

An experienced advocate of the Boycott, Divestment and Sanctions (BDS) movement, Qashoo co-founded the International Solidarity Movement in 2001 and participated in the Gaza Freedom Flotilla in 2010. After being forced to flee Palestine over 18 years ago due to perilous circumstances, he has made the UK his home and established Palestine House, a cultural and political venue for Palestinians and their allies.

Despite challenges, Gaza Cola has marked a significant achievement by selling over 500,000 cans by the end of last year, with prices set at £30 for a 24-pack and £12 for a six-pack. The drink is being distributed across the UK and beyond, reaching countries such as Spain, Australia, South Africa, and Kuwait. Yet, Qashoo lamented that his family and friends in Gaza and the West Bank, who would appreciate the product, are unlikely to have access to it.

As Qashoo’s campaign gains traction, he continues to urge a boycott of Coca-Cola, which operates in occupied territories. His effort encapsulates a broader call for corporate responsibility and is a testament to Palestinian resilience amidst adversity. For more details, visit The Guardian and India Times.