The Palestine Telegraph

London -  On the twelfth night of the Israeli onslaught on Gaza, as I settled down to my distressing nightly ritual of news watching, frantic writing and weeping, I received an email which would turn someone’s life around, giving some people a small ray of light when they needed to know they were not alone, and sending a message across the globe like no mass campaign could have hoped to achieve.

It was 10 pm in London; six hours later, a small team had taken the first of many steps which would take our collective grief, anger and frustration to a new platform in the fight against Israel; a song of hope for the Palestinians in Gaza debuted on YouTube, and we were going to make sure that it resonated around the world. In a matter of days, ‘We will not go down’ was chanted in demonstrations around the world, its lyrics were printed on signs, and hundreds of thousands of people watched the clip and downloaded the song. There had never been such a rallying cry for the Palestinian cause, and it all began on a mild January night, half a world away in a studio by a California beach.

It started with a song

Michael Heart saw little of the massacre in Gaza, ignored by US media. Through the internet, especially through links emailed daily by his sister, he got increasingly touched by the magnitude of the catastrophe. On day 10 of the attack, he picked up his guitar and started strumming while looking at the horrible casualties; before he knew it, he was writing a song about it and had finished in a couple of hours.

The next day, not yet knowing what he would do with it, he recorded it in his studio, playing all the instruments, singing the vocals and producing it himself, as usual. By the following morning, he gathered some photos and created a clip, carefully mixed to match images and lyrics. It was mostly an emotional outlet, but realising it could spread awareness about the cause, he emailed it to immediate family in London, Vienna and Damascus, asking for feedback.

London responded first. In tears, I called my brother (known professionally by his artistic name, Michael Heart, but remaining Annas to family and friends) practically shouting: "this must go online now, Annas!"

Technicalities of activism

Michael Heart’s support team (MH/T amongst ourselves) came together as naturally as the song; we acted as a management task force, bringing needed respective expertises our family happened to have. My husband Samawal, the best computer scientist we could want, converted it into a simpler YouTube format, fixing glitches which threw photos out of sync with the soundtrack. He also posted another file online circumventing YouTube blockage in some places.

As dawn came, we launched on YouTube and on Michael Heart's website. I posted it on my blog as The Gaza Anthem, quoting the chorus which thousands would later chant around the world. Over the next days, I spread it virally in several languages, posting it on specific blogs, websites, media and social networking forums like Facebook and Twitter.

In Vienna, MH/T was handling another important objective: donations to the Palestinian people in Gaza. Through his professional contacts in UN agencies around the world (also spreading the campaign through hundreds of friends), my brother Salim investigated possibilities for selling the song and donating proceeds. After we realized legal and technical issues were overly complicated, Michael decided to give it for free while asking everyone to make a donation to UNRWA (especially as PayPal didn’t even acknowledge the existence of Syria, Lebanon or the Palestinian territories from where many wanted it).

MH/T hit the ground running, working in shifts to control logistics, and even to monitor comments on YouTube as they swelled into the thousands. This was not going to be a platform for pro-Israelis to spew their gleeful propaganda and play the victim-nor were extremist positions of any religion tolerated.

Portrait of the artist as a messenger

We all knew it would be a success and worked tirelessly for it; still, we were astounded by responses to ‘We will not go down’. Within hours, viewings on YouTube were shooting up and feedback was pouring in. Daily messages to Michael Heart quickly rose to hundreds, and he struggled to read as many as possible and to respond when needed, a task which took over his life for the next two weeks.

Human suffering had been the trigger that inspired the song, not politics, and he said all he needed to say in the song. For him, it was not about resistance in a political sense, but resistance in a human sense, and thousands of people understood this and thanked him precisely for having given Palestinians a face and a voice in a universal message, and a universal language.

Many people were amazed that an American had done what Arabs hadn’t (not noticing his bio mentioned his Syrian heritage), praising his courage in the face of the Israeli machine. Palestinians and Arabs the world over related similar sentiments of sadness, anger and despair, many telling personal stories of loved ones in Gaza. Some messages eventually came from Gaza itself, triggering a storm of emotions in us as we read about people dashing to the internet when electricity briefly came, to connect with the world and wonder if they were noticed; their words about the song overwhelmed us in their intensity and in their gratitude.

Countless people confessed to having cried while hearing the song, and to crying while writing the email; we cried too, wishing we could reach out to every one of them. Of the thousands of messages received, many will forever stick in our minds, like that of the Gazan father whose five-year-old daughter would sing ‘We will not go down’ whenever she heard Israeli planes approaching, or of the Palestinian professor whose beautiful young son was killed by an Israeli missile as he sat helpless in the US, writing to Michael Heart to say thank you. We broke down every time, and determinedly continued to work.

Israeli response and Arab ‘moderates’’ abstention

Israel supporters were clearly taken aback by the phenomenal success of the song. Most Israeli media and blogs adopted a lame self-righteous position, wishing Michael Heart had spoken of the “rockets raining on Israel”. Some were more vicious, like the blogger promising “they would go down in the day” if the night didn’t suit. Some, in typical Israeli fashion, derided what they couldn’t achieve (“the song is bad anyway”) or boasted they would do better (“Madonna will sing our song”).

Self-styled hi-tech Israelis were no match for our Syrian-born techie, who like Apple’s Steve Jobs, we like to remind them, had a Syrian father. Mere days after the song went global, an exuberant Israeli emailed Michael Heart informing him he hacked his website, taking it down. “Nobody messes with Sam” were the only words in the email I sent in response. Indeed, it was immediately back up, backed up and moved to ultra-powerful servers capable of handling the deluge of mp3 downloads.

Israeli annoyance at this success was a pleasure to see, but the abstention of so-called moderate Arabs blaming the Israeli onslaught on “provocation” was less palatable for me, especially as images from Gaza continued to haunt our nights. My initial flurry of posts had begun with fellow Syrian bloggers and sites; some neither acknowledged nor posted the song, perhaps considering, as Israelis had done, it was “one-sided” and that not going down seemed too aggressive. Such attitudes are anathema to an activist like myself, when the entire world had been moved to action by Israel’s crimes in Gaza.

‘We will not go down’ still going up

In four days, YouTube’s counter hit 100,000. In one week, it hit a quarter of a million. At two weeks, over 700,000 had viewed the original song, and well over a million saw different clips with the song (of which over 100 were posted). 250,000 people had downloaded the mp3, and over 10,000 had responded via emails or comments. Many people wrote to confirm they had donated to UNRWA.

It was, and still is, played on radio stations and television channels in several countries, and chanted in protests and rallies all over the globe (like here in London's Trafalgar Square). Messages informed us of ringtones for mobile phones and of school children painting pictures of the artist. To his shock, Michael Heart was being called a hero and a brave heart fighting the Zionist propaganda machine.

Most significantly, ‘We will not go down’ reached people in Gaza and conveyed to some of them the world’s support of the Palestinian cause, and the determination to take action.

The way forward

We had a great “product” to spread the word about Palestinian suffering; without the beautiful and relevant song, there would have been nothing. But without the expert viral campaign, technological support and numerous tricks of the trade, the song would have remained unknown to most.

We succeeded because it was good, because we knew what to do, and because we did it in time. We succeeded in pushing a rallying cry to the forefront of the media battle, where Arab rhetoric was unnoticed (at best) or counterproductive. We succeeded where Israeli narrative failed, beating the enemy at their own game.

YouTube flagged the video when it hit 1 million, but it still refuses to go down. May it continue to spread the world over, becoming an eternal song of hope for the Palestinians, and a chant for the determination of their supporters.

It started with a song, but it will not end with it. See you soon on www.wewillnotgodown.com.

By Rime Allaf, an international consultant and an Associate Fellow at London’s Chatham House. She blogs at rimeallaf.com