BDS: #PharrellWithWoolies campaign must stop

The US singer-songwriter announced his collaboration with Woolworths as a style consultant.

Pharrell Williams. Picture: Twitter

JOHANNESBURG - Human rights and Palestine solidarity organisation, BDS South Africa, is adamant American singer-songwriter and rapper Pharrell Williams should stop his partnership with Woolworths until the retailer stops importing products from Israel.

The organisation also called on people in the entertainment industry to take a stand.

Yesterday, Williams announced his collaboration with Woolworths as a style consultant.

Proud to collab with retailer @Woolworths_SA. Are you with us, South Africa? See you in September! #PharrellWithWoolies

BDS spokesperson Kwara Kekana says, "It is very necessary that people in the entertainment industry in particular start to discuss the issue of human rights. There are a lot of celebrities coming out on the issue of Palestine, lending their own voices to this cause as well."

On social media, some South Africans expressed excitement at the new campaign, saying Williams is a true inspiration to South Africa.

Amazing! I am with you! #ProudlySouthAfrican :) #PharrellWithWoolies https://t.co/9qufLFeTvL

It is a true inspiration to see top American artists reaching out to help our country great work guyz #pharrellwithwoolies xxxx

But how cool is this #pharrellwithwoolies campaign?! https://t.co/GMxV6xvvxa

@Pharrell @WOOLWORTHS_SA yay! Love love woolies :-) and pharrell! #pharrellwithwoolies #cantwait

Cant wait to see what comes out of this collaboration. #pharrellwithwoolies https://t.co/KFuaElNkZA

BDS people wasting no time lol #PharrellWithWoolies

But there was also some negative reaction.

@Pharrell @WOOLWORTHS_SA no we are not with you, Woolworths stocks products from apartheid Israel.

#BoycottWoolworths

#BoycottIsrael