Mumbai, 8 October 2024 – Continuing its commitment to sustainable tourism, Tourism Fiji has launched the “Bin it or Bag it” campaign to advocate a litter-free Fiji. The initiative, borne from the 2023 Fiji Tourism Convention, marks a small but critical step towards enhancing sustainability efforts, in partnership with leading private sector companies and local collaborators.

At the 2023 Fiji Tourism Convention, stakeholders highlighted litter reduction as a crucial sustainability goal, prompting a coalition of dedicated private sector entities led by the Intercontinental Fiji Golf Resort & Spa, Grand Pacific Hotel, The Holiday Inn, Rosie Holidays and Ahura Resorts. To date, almost 15 partners across the country have contributed over FJ$100k, media space, and creative skills to bring the campaign to life, showcasing a united industry commitment to environmental conservation.

The “Bin it or Bag it” campaign encourages all Fijians and visitors alike to responsibly dispose of waste by either depositing it in bins or, when bins are not immediately available, to store it in a bag and dispose of it appropriately later. This simple yet impactful initiative aims to preserve Fiji’s natural beauty and start an important dialogue and community movement to be litter-free.

Collaborating with local talents such as musician Kuki and creative designer Studio Lily Kate, alongside Tourism Fiji creative agency Havas, the integrated campaign features a catchy jingle and uniquely Fijian illustrations. A key element of the campaign is the introduction of ‘Kasikasi’, a character featured in the campaign’s illustrations, poised to become a familiar face promoting responsible waste management The campaign extends beyond messaging with specially designed reusable bags bearing the campaign slogan, available at various outlets throughout Fiji.

“We are thrilled to launch the ‘Bin it or Bag it’ campaign alongside our dedicated partners,” said Brent Hill, CEO of Tourism Fiji. “This initiative embodies our commitment to sustainable tourism practices and highlights the collective responsibility we share in safeguarding Fiji’s environment. As we roll out this initiative, we encourage all Fijians and visitors to embrace the ethos of ‘Bin it or Bag it’.

The “Bin it or Bag it” campaign will be prominently displayed across billboards, newspapers, radio, and digital platforms. Tourism Fiji has also worked closely with the Ministry of Tourism and Civil Aviation and the Ministry for Environment and Climate Change to align with broader national sustainability goals, a critical focus for the Government.

Tourism Fiji’s Chief Marketing Officer, Srishti Narayan, expressed enthusiasm about this vital initiative stating, “We believe when community, industry, and Government come together they are a powerful driver for positive change. We appreciate our numerous partners who have joined us in this endeavor, and we encourage everyone to join the movement for a cleaner, greener Fiji”