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Ten years ago, a small group of Palestinian activists had a novel idea: inspired by the anti-apartheid movement, they called for a global boycott movement against Israel as a nonviolent method to promote the Palestinian struggle for independence.

Long confined to the sidelines, the so-called BDS movement appears to be gaining momentum - so much so that Israel has identified it as a strategic threat on a par with Palestinian militant groups and the Iranian nuclear programme.

BDS is winning the hearts and minds across the world, despite Israel's influence among governments in the US and Europe

While Israel says the movement is rooted in anti-Semitism, its decentralised organisation and language calling for universal human rights have proven difficult to counter, resulting in a string of recent victories that have alarmed Israeli leaders.

"We are now beginning to harvest the fruits of 10 years of strategic, morally consistent and undeniably effective BDS campaigning," said Omar Barghouti, one of the group's co-founders.

"BDS is winning the battles for hearts and minds across the world, despite Israel's still hegemonic influence among governments in the US and Europe."

A worldwide network

The BDS movement - named for its call for boycotts, divestment and sanctions against Israel - began as an idea by 170 Palestinian civil society groups worldwide in 2005.

It has grown into a worldwide network of thousands of volunteers lobbying corporations, artists and academic institutions to sever ties with Israel.

Its members include campus activists, church groups and even liberal American Jews disillusioned by Israeli policies.

Most worrying for Israel, some of the group's core positions toward products made in West Bank settlements are starting to be embraced by European governments.

Although the EU says it opposes boycotts of Israel, it is exploring guidelines for labelling settlement products, which many in Israel fear could be a precursor to a full-fledged ban.

At a time when peace efforts are frozen and show no sign of getting back on track under a new hard-line government, Israelis fear such sentiment will increase.

"The concern is that there will be a spillover to a much wider phenomenon that will become mainstream and erode support for Israel," said Emmanuel Nahshon of Israel's Foreign Ministry.

Right of return

	BDS wants to end Israel's occupation of territories [Getty]

The BDS movement has three goals: to end Israel's occupation of territories captured in the 1967 Mideast war, to end discrimination suffered by Arab citizens of Israel, and to promote the rights of Palestinian refugees to return to family properties lost in the war surrounding Israel's creation in 1948.

For Israel, this last position is nothing less than a call for its destruction. Israel opposes the Palestinian "right of return," saying a massive influx of refugees would mean the end of the country as a Jewish state.

The international community favours a "two-state solution" creating a Palestinian state alongside Israel, and even Palestinian President Mahmoud Abbas has indicated willingness to compromise on the refugee issue under a final peace deal.

Barghouti, a US-educated engineer who also holds a graduate degree at Israel's Tel Aviv University, said the BDS movement is "completely neutral" on the political solution to the conflict. But he said he represents the Palestinian "consensus," and any deal that "undermines our basic rights under international law and perpetuates the colonial oppression" is unacceptable.

Israeli leaders consider the movement to be the latest in a history of antagonists out to destroy the Jewish people.

"We are in the midst of a great struggle being waged against the state of Israel, an international campaign to blacken its name," Prime Minister Benjamin Netanyahu said recently. 

The BDS battle

The BDS movement is led by a West Bank-based national committee with representatives from around the world, which sets guidelines but allows local branches to decide their own strategy.

It focuses on battles with a reasonable chance of success. So some of the biggest companies active in Israel, such as Microsoft and Intel, have not been targeted.

Battles have taken place in US food co-ops and city councils. The movement has helped organise several boycotts by US and British academic unions and has made inroads on American campuses. Roughly a dozen student governments have approved divestment proposals.

Entertainers, including Roger Waters, Elvis Costello and Lauryn Hill have refused to perform in Israel.

The BDS movement also claims responsibility for pressuring some large companies to stop or alter operations in Israel, including carbonated drink maker SodaStream, French construction company Veolia and international security firm G4S.

Last month, Britain's (NUS)joined the movement.

Perhaps the biggest blow was last month's announcement by the chief executive of French mobile phone giant Orange that he wanted to end his partnership with Israeli carrier Partner Communications.

He cited his desire to improve business in the Arab world. Although CEO Stephane Richard later travelled to Israel to apologise, Orange and Partner announced plans to unwind their deal.

Israeli panic

Boycotting Israel is not a new concept. In the 1970s and 1980s, Arab countries ostensibly tried to enforce a comprehensive boycott of the Zionist regime, but it has gradually been weakened or ignored all together.

Israel is desperate to prevent the BDS movement from successfully linking Israeli policies in the West Bank to those of the apartheid regime in South Africa.

And because BDS has the backing of a growing number of Jewish supporters, including the "Jewish Voice for Peace,"   it has become  harder for the right-wing government in Tel Aviv to cry ‘anti-Semitism’, which is usually its default response to almost any criticisms of Israeli policies.     

Naomi Dann, JVP's media coordinator, said the stance stems from frustration over failed US-backed peace efforts. She said that while the group recognises the Jewish attachment to Israel, it can't come at the expense of Palestinians.

"It's not about destroying Israel," she said. "But full equal rights and a democratic society are more important than preserving the Jewish character of the state."

It remains difficult to quantify the BDS movement's actual achievements.

Leading global companies, including Microsoft, Google, Apple and Intel, maintain operations in Israel. Major entertainers, including Paul McCartney, Lady Gaga, Madonna and Rihanna, have performed in Israel in recent years.

A February report by Israel's Finance Ministry concluded the BDS movement has had a negligible economic impact.

But it outlined some worst-case scenarios, including EU government-led boycotts or cancellation of free-trade agreements.

Likewise, a recent study by the Rand Corp said that while the BDS movement "has not yet had a significant negative effect" on Israel, it is growing. It noted Israeli leaders' fears it could have "substantial detrimental effects" on the economy.

Last month, Jewish billionaires Sheldon Adelson and Haim Saban led a Las Vegas fundraiser to fight the BDS movement at US universities.

Israel's justice minister, Ayeled Shaked, instructed her ministry to prepare "legal steps" against the movement.

This week, Democratic presidential hopeful Hillary Clinton said she opposed the BDS movement.

David Makovsky, a senior fellow at the Washington Policy for Near East Policy and former member of US Secretary of State John Kerry's peace team, said Israel must show it is serious about the creation of a Palestinian state to slow the momentum.

"You can reduce its scope, its impact by making clear when the prime minister says he supports two states for two people that he is not then going to say Israel will settle in what will be a future Palestinian state," he said.