Russell Brand has gone one step further in his condemnation of the Israel-Gaza conflict than simply critiquing the way various media outlets have approached coverage.
Now, the comedian is urging banks, pension funds and other big businesses to sever investment ties with Israel, or any deals that he feels “facilitate the oppression of people in Gaza”.
Using Barclays as an example, he said the bank manages “the portfolios of an Israeli defence company called Elbit, which makes the drones that bomb Gaza.”
"The message they give us is the exact opposite of the reality, they're acting like they're part of our community," he said during his new episode of The Trews, which you can watch below.
"But if we're aware of the reality of what they do, then we have the power to influence them."
He went on to encourage his viewers to sign a petition on the Avaaz campaign website, to put pressure on companies such as Barclays, computer company HP, security giants G4S, pension fund ABP and heavy machinery Caterpillar brand to rethink their investments.
So far, it has amassed almost 1.7million signatures of support.
"In the wake of the terrible violence unfolding in Israel-Palestine, we, citizens from around the world, are deeply concerned about your companies’ continued investment in companies and projects that finance illegal settlements and the oppressive occupation of the Palestinian people," the mission statement on the petition reads.
"17 EU countries recently issued warnings to their citizens against doing business or investing in illegal Israeli settlements. Given those legal considerations, you now have the opportunity to withdraw investments and respect international law. This is a chance to be on the right side of history."
Some of the firms listed in the petition had previously spoken of their decision to maintain financial ties in Israel.
HP claimed that "respecting human rights is a core value" of their business and said that they used Israeli checkpoints to allow people to "get to their place of work or to carry out their business in a faster and safer way".
The famous on Israel-Gaza
The famous on Israel-Gaza
1/21 Penelope Cruz and Javier Bardem
Oscar-winning married actors Penelope Cruz and Javier Bardem signed an open letter accused Israel of "genocide". They said: "Gaza is living through horror these days, besieged and attacked by land, sea and air'.
2/21 Zayn Malik
The One Direction singer was bombarded with Twitter death threats after posting #FreePalestine to his 13 million followers. The tweet collected over 130,000 retweets, but it soon became apparent that not everyone agreed with his opinion.
3/21 Mia Farrow
Mia Farrow, the actress and Unicef ambassador, said on Twitter: 'We can passionately protest Israel's assault upon Gaza without descending, even remotely, into the hideousness of anti-Semitism'.
4/21 Katy Perry
Way back in 2011, Katy Perry faced a slew of angry responses from Palestinians and their supporters after she tweeted to her fans, asking them to 'Pray for Israel'.
ABC via Getty
5/21 Massive Attack
Massive Attack spoke of their ‘love and commitment’ to supporting the plight of young Palestinian refugees after the band visited the Bourj el-Barajneh refugee camp in Lebanon.
6/21 Selena Gomez
The former Disney child star caused a stir when she posted an image on her Instagram account than began: 'It's about humanity. Pray for Gaza.' Joan Rivers responded to the TMZ celebrity news website: 'Oh, Selena Gomez, yeah, that college grad. Well if Selena said that...let’s see if she can spell Palestinian'.
7/21 Russell Brand
Russell Brand is currently caught up in an entertaining spat with Fox News anchor Sean Hannity. Brand uploaded a video where he accused Hannity of terrorism after his agressive behaviour in an Israel-Gaza debate. Hannity, who is famously right-wing and pro-Israel, asked Yousef Munayyer if he was 'thick in the head'.
Rihanna tweeted, then deleted, the hashtag #FreePalestine after eight minutes. She claimed its publication was an accident.
9/21 John Legend
The singer waded into the debate on Twitter when he wrote: 'So sick watching our Secretary of State have to grovel so hard to tell Israel how much he loves them while Israeli cabinet shits on him'.
10/21 Bar Refaeli
Leonardo DiCaprio's former girlfriend added to the debate when she posted a quote on her Instagram account, which she attributed to Abraham Lincoln. Unfortunately it was actually taken from a Lincoln figure encountered by Captain Kirk and Spock in Star Trek, season three, episode 22.
11/21 Bill Maher
Bill Maher received a storm of criticism after he compared Hamas to a 'crazy woman trying to kill you'. 'You can only hold her wrists for so long before you have to slap her,' he tweeted.
12/21 Jon Voight
The actor and father of Angelina Jolie unleashed a rant on Fox News. Reading from a script, he criticised Obama’s actions over the current unrest in Israel and Gaza.
13/21 Joey Barton
Despite already getting into a dispute with Yossi Benayoun over comments on the Israel-Gaza conflict: Joey Barton has continued to deplore the violence in Gaza, tweeting the hashtag '#stopisraelkillinginnocents'.
14/21 Howard Stern
When a caller attempted to blame Israel for the war with Hamas last week, SiriusXM radio host Howard Stern told him to'“F*** off!' before launching into an impassioned defense of Israel, saying: “If you’re anti-Israel, then you’re anti-America”.
15/21 Wonder Woman
Otherwise known as Gal Gadot: the Israeli actress took to Instagram, writing: 'I am sending my love and prayers to my fellow Israeli citizens. Especially to all the boys and girls who are risking their lives protecting my country against the horrific acts conducted by Hamas, who are hiding like cowards behind women and children'.
16/21 Piers Morgan
Piers Morgan was branded 'Zionest scum' for his stream of tweets about the Israel-Gaza conflict. He declared various opinions such as 'I like Jews. I like Arabs' and 'Same nonsense made Northern Ireland a murderous tinderbox for 30 years'.
17/21 Joan Rivers
Joan Rivers didn't hold back when she was interviewed by TMZ; likening Israel's position to that of New York if it was attacked by New Jersey. Asked where she thought civilians caught up in the crossfire were supposed to go, she replied: 'I don't care, they started'.
18/21 Dwight Howard
NBA star Dwight Howard 'did a Rihanna' - tweeting '#FreePalestine' before quickly deleting it and spending the rest of the day apologizing for the 'mistake'.
19/21 Nicole Kidman and Keith Urban
Nicole Kidman uploaded a short video to her Facebook page, featuring Keith Urban with their daughters Sunday Rose and Faith Margaret, captioned: 'Keith, the girls and I are joining Reba McEntire to #PrayForPeace. xxNic'.
20/21 Simon Cowell
X Factor boss pledged almost £100,000 to the Friends of the Israel Defense Forces at a US fund-raiser in Beverly Hills in 2012. The gala brought in more than £12million for the organisation, which helps to provide welfare services for IDF soldiers and their bereaved families. So far, however, he has only commented on the conflict to say that he is "praying for peace".
21/21 Brian Eno
Musician and producer Brian Eno condemned the Israeli action in Gaza as 'ethnic cleansing' in an open letter on David Byrne's website.
Meanwhile, Caterpillar said that while it "shares the world's concern over unrest in the Middle East", it doesn’t believe it has “neither the legal right nor the means to police individual use of its equipment”.
Brand’s comments come after the business secretary Vince Cable threatened to halt 12 export licences to Israel if the violence in Gaza resumes, including components for combat aircraft, tanks and radar systems.
The government have, however, exported £42million of military equipment to Israel since 2010.