The problem with OXFAM is typical of most large NGO’s; the need for cash, and lots of the it. But if you listen to OXFAM you could be forgiven for thinking that the problem with OXFAM is SodaStream & Scarlett Johansson.
Scarlett Johansson has been an OXFAM Ambassador for around 6-years and so she says, she’s rightly proud to have been associated with the organisation. However, as with many of these organisations there’s a but and big but at that. Scarlette Johansson has a sponsorship deal with a commercial organisation, in this case SodaStream. Nothing unusual in that sort of set-up, famous people are often associated with a brand to promote further brand awareness. Makes perfect sense.
And here in lies the problem for OXFAM; SodaStream are an Israeli company who’s operations are based in Judea & Samaria (Ezor Yehuda VeShomron), what most people would understand as the West Bank Palestinian Territories. Under international law this area is classified as occupied. This is debatable but not the issue at hand. OXFAM actively campaigns against the Israeli occupation.
I wont go into the spoils of war argument here but I could.
But wait a minute, SodaStream who’s employee base is 15% Jewish Israeli and 85% Palestinian Israeli operates an equal pay and conditions policy for those doing the same work. Effectively their policies are colour blind. Scarlett Johansson recognises this and is proud to be linked to SodaStream on this basis.
In many other countries companies foreign owned or not are generally welcomed as wealth promoters and employers and as tax payers. So what does OXFAM say, well their stance is the same as those who support the Boycott, Divestments and Sanctions movement (BDS). OXFAM is a human rights organisation. In their view the company is illegally based on occupied territory and they cannot have an Ambassador who is linked with such a company, its a contradiction that cannot be maintained.
Well they may hold that view but if they honestly do hold that view then they should have sacked her and not allowed her to leave. OXFAM have plainly took the gun, loaded it up, took aim and shot themselves in the foot!
The fact is that most if not all large NGO’s are heavily reliant on sponsorships for their finances. They have huge, almost crippling salary bills to pay and they therefore need the corporate support to survive. The issues of deprivation, human rights and equality become very quickly a secondary thought. In short OXFAM took the view that they needed Scarlett Johansson more than she needed them (she didn’t).
By contrast Ms Johansson has said she is proud to be associated with SodaStream as a company that promotes cooperation and interaction between a democratic Israel and Palestinians. She said the company was committed to “building a bridge to peace between Israel and Palestine, supporting neighbours working alongside each other, receiving equal pay, equal benefits and equal rights. That is what is happening in their Ma’ale Adumim factory every working day.”
The reason, the real reason why OXFAM didn’t tell or even ask Scarlett Johansson to leave; she was no longer welcome as an Ambassador, is that they relied on her for good branding. I have to think that they may live to regret this decision.
As for Scarlett Johansson, well she has handled her self with dignity and has shone a light on the ridiculous BDM movement. Trade is without question a leveller and a conduit for peaceful cooperation.