BBC Arabic traced the origin of the photo, which, after being posted from Malaysia, was rapidly shared by 44 million Instagram users, including celebrities from India, Pakistan, and Puerto Rico

The photo and slogan went viral after an Israeli airstrike hit a refugee camp for displaced Palestinians in Rafah, a city in southern Gaza, setting it ablaze. According to the Hamas-controlled Ministry of Health, at least 45 people were killed, and hundreds more are being treated for injuries, burns, and bomb-related wounds.

Several world leaders, heads of state, and international organizations strongly condemned the attack and expressed grief over the deaths. Israeli Prime Minister Benjamin Netanyahu described the incident as a "tragic accident" and stated that an investigation was underway.

White House National Security Council spokesman John Kirby described the scene as "heartbreaking," but also announced that "there will be no change in our policy."

The photo quickly went viral after the attack on the Rafah camp. According to BBC Arabic, it was first posted by a Malaysian youth on his social media account. But where did this picture come from?

"All Eyes on Rafah" is how the slogan begins.

The slogan originated from a speech by Richard Pepperkorn, the World Health Organization representative in the occupied Palestinian territories, following the Israeli attack on the Rafah camp. Last February, he told reporters that "all eyes are now on Rafah," sending a warning message to the Israeli army planning to attack Rafah.

Pepperkorn was speaking to reporters online at UN headquarters in Geneva.

He expressed fear of "unimaginable suffering" if Israeli forces launched a large-scale operation in Rafah. Since then, Pepperkorn's words have been repeatedly used by other officials and activists to express their concerns and oppose the Israeli operation in Rafah.

Why has the picture spread so widely on social media?

"All Eyes on Rafah" – this slogan has been seen on banners and in protests in major cities across the country. The picture posted from Malaysia features this slogan, which has been circulating since last February.

Celebrities who have used images with this slogan include pop artist Ricky Martin, Turkish actress Tuba Büyüküstün, Indian actress Priyanka Chopra, and Syrian actress Kinda Alloush.

Maher Namari, an e-marketing and artificial intelligence (AI) consultant, told BBC Arabic that he initially mistook the image for an AI creation because it didn't look entirely realistic. The actual location of Rafah is not depicted in the picture.

The image shows a large desert, a sprawling camp with numerous tents, and the text "All Eyes on Rafah."

Namari explained that when the image began to be widely shared, Instagram's "Add Yours" feature played a crucial role. This feature allows users to participate with just two clicks, easily engaging millions in the campaign.

He noted that the heartbreaking nature of the incident and its online availability contributed to the rapid spread of the image. Namari compared this campaign to past efforts on other issues that were less successful, stating, "Sunday's attack in Rafah has saddened people around the world."

Namari also highlighted another reason for the image's widespread reach: it lacks blood, real people, names, or shocking scenes, which comply with Instagram's guidelines.

Instagram features that helped it spread globally:

The photo was shared as a story from the ID "shahv4012" and utilized the "Add Yours" feature, introduced by Instagram in 2021. This feature allows users to request feedback from their followers when posting a photo.

Namari mentioned that since its launch, the feature has been commonly used in tourism and travel, where users upload photos from their visits and invite others to do the same. It is also used in political and social campaigns to gather opinions on recent issues.

"Most of the time, when this feature is used politically, it's for large-scale campaigns due to its popularity," Namari added.

Previous campaigns:

The Rafah campaign is not the first instance of social media solidarity. In 2020 and 2021, the phrase and hashtag "Black Lives Matter" were widely used to protest against racism, discrimination, and inequality faced by black people. The movement began with the death of a man at the hands of the police in the United States and later spread to the United Kingdom and other countries.

Another social media campaign emerged after military crackdowns in Sudan left hundreds dead and thousands displaced. The "Blue for Sudan" campaign became famous, with users replacing their profile pictures with the hashtag in solidarity with the protests in Khartoum. This slogan later represented broader political and economic demands.

In 2023, following a devastating earthquake in the Moroccan city of Marrakesh that claimed thousands of lives, celebrities worldwide posted condolences. They shared Instagram stories to express sympathy, rally help, and offer support to the victims' families.