Call to Action: Write to Oxfam about Israel’s illegal settlements and Scarlett Johansson’s “ambassadorship” with SodaStream.

scarlet johannson palestinians

Earlier this month, SodaStream announced that Hollywood actress Scarlett Johanson woud become the global face of SodaStream.  Johansson is currently also one of Oxfam’s Global Ambassadors.  In a statement in response to the news that Johannson has become the face of SodaStream which is located in the Occupied West Bank in violation of international law, Oxfam noted that:

“Oxfam believes that businesses that operate in settlements further the ongoing poverty and denial of rights of the Palestinian communities that we work to support. Oxfam is opposed to all trade from Israeli settlements, which are illegal under international law.”

Oxfam, however, has so far refused to break ties with Johansson.  In response to this failure, the grandson/grand nephew of Oxfam’s founders has written to Oxfam calling on them to break ties with Johannson, saying:

Scarlett Johansson, by endorsing the kind of SodaStream propaganda that underwrites the Israeli occupation, is acting as an ambassador for oppression.

In response to her accepting the sponsorship deal with SodaStream, Johannson has since issued a public statement which seeks to whitewash Sodastream’s profiteering from Israel’s militiary occupation and oppression of the Palestinian people.

CAIA in Melbourne is asking all supporters of human rights and the Palestinian people to write to Oxfam and let Oxfam know that Hollywood actress Scarlett Johansson is no longer a suitable Global Ambassador for an organisation which supports social justice.

You can write to the Chief Executive of Oxfam Australia via this link

You can also contact them via Twitter (click here)  and on Facebook (click  here). Please keep all comments, tweets and letters civil and polite.

You can also support the American and British campaigns to ask Oxfam to break ties with Johansson:

American letter writing campaign (click here) / British letter writing campaign (click here)

Here is a model letter which you are welcome to copy or adapt:

Helen Szoke
Chief Executive
Oxfam Australia

Dear Ms. Szoke,

I am writing to express our disappointment that Oxfam Global Ambassador and Hollywood actress Scarlett Johansson has become the Global Brand Ambassador for SodaStream, an Israeli settlement manufacturer.

Although SodaStream products are labeled as”Made in Israel,” its main production site is in the industrial zone of Mishor Edomin, an illegal settlement in the occupied West Bank. As a result, SodaStream enjoys cheap land and water, confiscated from the indigenous Palestinian owners; a captive Palestinian labor force; tax benefits; and lax regulation of environmental and labor protection laws.[i]

By choosing to locate its factory in a settlement, SodaStream is actively supporting Israel’s military occupation of the West Bank.[ii]It is inappropriate that a Global Ambassador for Oxfam like Johansson would lend her name to support a company that abuses Palestinian rights, especially considering Oxfam officials have labeled settlements “one of the main obstacles to achieving a just, lasting and stable peace in the area”[iii]and have concluded that Israel’s settlement policy is causing poverty and suffering.[iv]

In July 2012, Oxfam International released a report, “On the Brink,” detailing the impact of Israeli settlements on Palestinians in the Jordan Valley. The report recommended that the European Union take urgent action to press the Government of Israel to end the construction of settlements. On July 24, 2012, Jeremy Hobbs, Oxfam International’s Executive Director, said: “Europe’s condemnation of Israel’s settlement expansion is welcome but words alone mean nothing when people’s lives keep worsening…EU governments must match their words with urgent and concrete measures to push for an immediate end to settlement construction and the unlawful demolition of Palestinian civilian infrastructure.”[v]

In October 2012, Oxfam Italy cut its tieswith Paola Maugeri over her role as a SodaStream PR Ambassador. In 2009, Oxfam International cut ties with Kristin Davis over her role as spokesperson for cosmetics company Ahava, which operates in the Israeli settlement of Mitzpe Shalem.

While SodaStream claims to be building bridges and supporting Palestinians, a May 2013 interview with a Palestinian factory worker calls into question these claims. According to this worker:”They treat us like slaves. This has happened many times on the assembly line: when a worker is sick and wants to take sick leave, the supervisor will fire him on the second day. They will not even give him warning or send him to human resources, they will immediately fire him.” He goes on to describe other harsh working conditions including working 60 hours a week and not being allowed to pray.[vi]

Another Palestinian whose family used tolive on the land where Mishor Edomin now stands says: “We are not allowed to go near them [the factories]. They took our livelihood to build them and we got evacuated for them to build their factories. After they built them there were no resources to live from for us. The gains are nothing compared to what was lost. They destroyed our lives and then gave a few people a job. It is nothing.”[vii]

We urge Oxfam to take action and press Johansson to end her deal with Soda Stream or to end its relationship with the actress to send the message that supporting companies that profit from occupation and human rights abuses is unacceptable.


[i] “SodaStream: A Case Study for Corporate Activity in Illegal Israeli Settlements.”
[ii] “SodaStream: Building walls, not bridges.”

[iii] ” Oxfam Italy cuts ties with Paola Maugeri over involvement with SodaStream”

[iv] “Oxfam’s position on the occupation of the Palestinian territory.”
[v] “EU statements not helping to halt Israeli settlements.”

[vi] “SodaStream ‘treats us like slaves,’ says Palestinian factory worker.”

[vii]”‘They destroyed our lives and then gave a few people a job. It is nothing’: Some unanswered questions for SodaStream.”



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