A new TikTok trend uses a creative way to punish celebrities for not speaking out about Gaza

Pro-Palestinian activists on have a new form of nonviolent protest, designed to hit celebrity brands where it hurts: in the marketing budget. But will it actually work?

When a protester loudly accosted Alec Baldwin in a coffee shop last month—for not speaking out on behalf of Palestinians—she did so in such a hostile fashion that even people inclined to support her cause could only take Baldwin’s side. It wasn’t much of a surprise when it later turned out this particular protest was more about performance art than personal convictions. Some observers seem to unfairly accuse all young pro-Palestine protesters of being performative, however, no matter what shape their activism takes. But the latest form of protest targeting celebrities is designed not to be seen at all—and instead to leave celebrities widely unseen: a Celebrity Blockout.