'All Eyes On Rafah' Is More Than Just A Headline & Social Media Share

The advent of technology and the widespread use of social media have given rise to a new form of activism, known as social media activism. A striking example of this phenomenon is the "All Eyes on Rafah" image, which has swiftly amassed over 29 million shares on Instagram within a mere 24-hour period. This powerful image has brought together social media users from across the globe, uniting them in advocacy for the rights of Palestinians, particularly in the aftermath of a devastating Israeli airstrike in Rafah.

The statement is intended to urge people not to ignore what is going on in Rafah, where up to 1.4 million people are seeking refuge after escaping violent conflict elsewhere in Gaza, as Israel continues its attack.

The use of artificial intelligence (AI) in producing and spreading the "All Eyes on Rafah" image is particularly significant, as this graphic is one of the first examples of viral activist imagery produced by AI algorithms. With its own visual style and powerful message, the image shows how technology may be used in novel ways to advance social justice concerns in the digital era.

The Origins of the Slogan

The slogan appears to have originated from a remark made by Rick Peeperkorn, director of the World Health Organization's Office of the Occupied Palestinian Territories, who said in February that "all eyes are on Rafah" days after Israeli Prime Minister Benjamin Netanyahu ordered the establishment of an evacuation plan for the city ahead of planned attacks to eliminate what Netanyahu claims are Hamas' last remaining strongholds.

The statement is intended to urge people not to ignore what is going on in Rafah, where up to 1.4 million Palestinians are seeking refuge after escaping severe fighting elsewhere in Gaza, while Israel continues its attack despite the vast civilian population.

Human Toll of Conflict

At its core, the "All Eyes on Rafah" image stresses the human cost of violence. As bombardments continue to ravage the city, innocent lives are lost, families are torn apart, and communities are struggling with the aftermath of war.  Over the weekend, Israeli shelling and airstrikes killed at least 45 civilians in Rafah, southern Gaza, the majority of whom were sheltering in tents. The attack, which Gaza medics said injured hundreds of civilians with shrapnel and burn wounds, occurred late on Sunday and sparked outrage from world leaders.  Despite a top UN court ruling last week ordering a cease-fire in the border town, Israeli forces continued their attack. Israel, meanwhile, described the deaths as a "tragic accident," and the military claimed that their munitions could not have caused the catastrophic flames, adding that the strike targeted and killed two top Hamas militants.

The risk of mass casualties in Rafah has been voiced for months as Israel seeks to destroy remaining Hamas settlements, the militant group that attacked the country last October and launched an explosive Middle Eastern war. In February, Israeli officials stated Rafah was the last location in Gaza with a strong Hamas presence, and announced plans to launch strikes. Months of stop-and-start negotiations between the two sides ensued, and delegates from Hamas and Israel convened in Egypt for cease-fire talks, which mediators thought would end the war. Following the strike in Rafah on Sunday, a Hamas spokesman informed Al Jazeera that the group will not participate in future Gaza truce talks. In preparation for the Rafah offensive, the Israeli military ordered the evacuation of regions east of the city centre, near Gaza's border with Israel. The Tal al-Sultan neighbourhood, which was later bombed, was thought to be a safe area.

Last month, Biden told CNN that while the United States would provide defensive arms to Israel, "we're not going to supply the weapons and artillery shells used" in an attack on Rafah. The International Criminal Court also stated last week that it is seeking arrest warrants for both Hamas and Israeli officials—including Netanyahu—for possible war crimes. However, the court has no way to enforce its warrants even after they are issued.

Since the conflict began in October, at least 36,000 Palestinians have been killed in Gaza, according to the Hamas-led Gaza Ministry of Health, estimates that the US and UN consider reliable. The Hamas assault on October 7 killed around 1,200 Israelis, and an additional 300 Israeli soldiers have been killed since Israel's ground invasion of the Strip began. Before Israel's ground invasion a few weeks ago, around 1.5 million displaced Gazans took refuge in Rafah. The majority of them have been forced to depart once more to avoid the violent bloodshed that has taken over the enclave's south side.

Amplification Through Social Media

Many influencers and A-list celebrities in India, including actors Varun Dhawan, Alia Bhatt, Priyanka Chopra, Richa Chaddha, Hina Khan, Aly Goni, Samantha Ruth Prabhu, and Tripti Dimri, shared the "All Eyes on Rafah" image on their Instagram stories. The hashtag #AllEyesOnRafah has over 195,000 posts and millions of views on TikTok, and it was trending on Instagram on Tuesday, with approximately 100,000 posts.