Fiji’s pristine beaches and parks are set to get a helping hand thanks to the launch of the ‘If you can’t bin it, bag it’ initiative, a joint campaign by Tourism Fiji and Havas Host. Recognizing that a simple message of putting litter in bins wouldn’t suffice due to a shortage of rubbish bins, the campaign provides a practical solution to keep Fiji beautiful.
The innovative campaign, which includes specially designed, sustainably made tote-style bags, encourages Fijians to take their litter with them until they find a suitable bin, ensuring cleaner public spaces.
Kasikasi: The Face of Responsible Waste Management
At the heart of this campaign is an illustrated mascot named Kasikasi, a small Fijian hermit crab who embodies responsible waste management. Inspired by nature, Kasikasi uses his shell to store rubbish until he finds a bin, reflecting the same behavior the campaign hopes to instill in locals and tourists alike. He is the friendly face of the campaign and will appear across visuals, songs, and the reusable bags themselves.
Creativity with a Fijian Touch
Havas Host collaborated with local talent to ensure the initiative resonates with the Fijian community. Fijian creative designer Lily Vallance provided beautiful illustrations for the visuals and the reusable bags, while local musician Kuki composed a catchy jingle that will be broadcast on radio and digital platforms. This jingle aims to educate locals, particularly children, on the importance of picking up and disposing of litter correctly.
Signs and Campaign Reach
Kasikasi’s message will be displayed at areas frequently impacted by rubbish, such as beaches, walking paths, and parks. The signs serve as friendly reminders to keep Fiji’s environment clean. Moreover, the campaign will be broadcast across roadside billboards, newspapers, radio, and digital platforms, making the reusable bags available at various outlets throughout Fiji.
Also Read: GoTo Group Partners with Google Cloud to Launch First-of-its-Kind AI Voice Assistant ‘Dira’ in Indonesia
United in Sustainability: Industry Collaboration
Led by Tourism Fiji, the campaign is supported by 15 travel and tourism partners, including top resorts and hotels. This collective commitment to environmental conservation represents the industry’s dedication to sustainable tourism practices.
Brent Hill, CEO of Tourism Fiji, on the Initiative
Brent Hill, CEO of Tourism Fiji, expressed his excitement about the campaign, stating, “We are thrilled to launch the ‘If you can’t bin it, bag it’ campaign alongside our dedicated partners. 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 ‘If you can’t bin it, bag it.’”
Tourism Fiji’s Chief Marketing Officer, Srishti Narayan, added, “As part of our ongoing commitment to sustainability, we believe collaborating with communities, industry, and the Government can greatly preserve Fiji’s natural beauty. We appreciate our numerous partners who have joined us in this endeavour. It is now over to all of us in Fiji – locals and tourists – to grab a bag, either the specially designed bags, or any reusable bag, and to dispose of our waste thoughtfully and keep Fiji clean and beautiful.”
Havas Host Managing Director, Ant Moore, also shared his excitement: “This is an exciting initiative that fosters a change in behaviour among different generations through multiple partners and channels. We are thrilled to help bring it to life and look forward to its benefits for Fiji and its natural beauty.”
About Havas Host
Havas Host is a renowned creative agency known for blending creativity and technology to solve real business challenges. With expertise in brand thinking, design, innovation, CX, tech consulting, and digital development, they deliver world-class work across the entire brand experience. Havas Host is among Australia’s most awarded agencies, with accolades such as two ultra-rare D&AD Black Pencils in 2018 and the Titanium Grand Prix at Cannes Lions.
