Oxfam Denmark’s campaign video featuring Danish cultural figures and politicians declaring “I will not be complicit” has ignited debate on social media. The campaign, which includes a picture from bombed-out Gaza, has drawn criticism for its use of the word “complicit,” with some interpreting it as implying individual responsibility for the situation.

The video aims to raise awareness about the Danish government’s arms trade policy with Israel. Oxfam Denmark, along with other organizations, is suing the Danish state to halt direct and indirect arms exports to Israel. The organization asserts that the government’s policy makes Danish citizens complicit in potential war crimes.

Shaka Loveless, a Danish musician who participated in the video, defended the campaign, clarifying that it targets the government’s policy, not individual citizens. He emphasized that the campaign is about citizens not wanting to be made complicit in potential war crimes due to the government’s arms trade with Israel.

Critics, such as former journalist Beile Grünbaum, have voiced concerns that the word “complicit” could fuel negative perceptions. Grünbaum questioned whether silence makes one complicit in the killing of children in Gaza, suggesting the term might unfairly associate Jews with complicity.

Oxfam’s Director General, Lars Koch, addressed the criticism, stating that the campaign aims at the Danish government’s actions, not individual citizens. He clarified that the message is that the Danish government is making its citizens complicit, not that individual Danes are complicit if they do not speak out. Koch viewed the campaign as successful if individuals were considering their own actions as a result.

Communications advisor Sune Bang believes that the campaign’s message is clear, asserting that passivity is not enough and that speaking out is necessary. He added that it’s not surprising that cultural figures are participating in the campaign as they agree with its message and can reach their respective audiences.