Australia – Tourism Fiji has teamed up with Havas Host to introduce a new cleanup initiative aimed at encouraging Fijians and visitors to reduce litter across the islands by responsibly disposing of waste, even in the absence of public bins.
Developed by Havas Host, the ‘If you can’t bin it, bag it’ initiative addresses the challenge posed by the shortage of public rubbish bins, recognising that a campaign focused solely on encouraging people to dispose of litter in bins would be insufficient.
With this in mind, Tourism Fiji and Havas Host distributed specially designed, sustainably made reusable tote-style bags to inspire Fijians with a practical way to take their litter with them until they find a suitable bin.
The campaign also features an illustrated mascot named Kasikasi, a small Fijian hermit crab who cleverly uses his shell as a bag to carry rubbish until he finds a bin. Serving as the face of responsible waste management, Kasikasi will be prominently showcased throughout the initiative in visuals, music, and on reusable bags.
To further enhance the campaign’s impact, Havas Host partnered with local artists to infuse the initiative with authentic Fijian creativity. Fijian musician Kuki composed the campaign’s catchy jingle, while illustrator Lily Vallance contributed vibrant designs that appear on visuals and reusable bags. The song will air on radio and digital platforms, aiming to inspire behaviour change by educating locals—especially children—on the importance of keeping Fiji litter-free.
Brent Hill, CEO of Tourism Fiji, said, ”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.’”
Srishti Narayan, chief marketing officer at Tourism Fiji, 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.”
The campaign will run across roadside billboards and other OOH locations, newspapers, radio, and digital platforms, with reusable bags available at various outlets throughout Fiji.
Signs featuring Kasikasi will be strategically placed in litter-prone areas such as beaches, walking paths, and parks, serving as reminders for people to hold onto their rubbish until they find a proper bin.
Ant Moore, MD of Havas Host, said, “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.”
The Tourism Fiji-led campaign is backed by a coalition of 15 travel and tourism industry partners, including top resorts and hotels, reflecting a unified commitment to environmental conservation across the industry.
