Oxfam Denmark’s campaign video featuring prominent Danish figures like MØ, Emma Sehested Høeg, Shaka Loveless, and Raske Penge has ignited controversy on social media due to its use of the word “complicit” in relation to the conflict in Gaza. The video shows these figures stating “I will not be complicit” against a backdrop of somber music, culminating in an image of bombed-out Gaza.

The campaign’s message is open to interpretation, leading to varied reactions, particularly on X. Former journalist Beile Grünbaum, who is of Jewish descent, questioned the choice of words, suggesting it could fuel the idea of Jewish people being complicit.

Shaka Loveless defended his participation, clarifying that he understood the campaign to be directed at the government’s arms trade policy with Israel, not at individual citizens. He emphasized that his intention was to raise awareness about a sensitive topic and that the campaign targeted the government’s potential involvement in war crimes.

Communications advisor Sune Bang believes the campaign’s message is clear: inaction equals complicity, and remaining passive is insufficient. Oxfam’s Director General, Lars Koch, echoed this sentiment, stating the campaign targets the Danish government’s actions, not individual citizens. He clarified that the organization seeks governmental action regarding potential war crimes and ethnic cleansing.

Despite the clarification, the campaign’s message remains subject to interpretation, with some perceiving it as implying individual complicity for those who do not speak out. While MØ, Emma Sehested Høeg, and Raske Penge declined to comment, Sune Bang noted that the involvement of cultural figures is unsurprising, as they are aligned with their fans on this issue.