Tourism Fiji has teamed up with Havas Host to launch ‘If you can’t bin it, bag it’.
The campaign encourages Fijians and visitors to help reduce litter across the islands by thoughtfully disposing of rubbish - even when there are no bins nearby.
As part of the initiative,specially-designed, sustainably-made reusable tote-style bags will be distributed to inspire Fijians with a practical way to take their litter with them.
Havas Host developed an illustrated mascot, Kasikasi, a small Fijian hermit crab who uses his shell as a bag to store rubbish in until he can find a bin, as the face of the campaign.
Kasikasi will feature across the initiative in visuals, song and on the bags.
Tourism Fiji CEO Brent Hill said he's excited to launch the ‘If you can’t bin it, bag it’ campaign.
“This initiative embodies our commitment to sustainable tourism practices and highlights the collective responsibility we share in safeguarding Fiji’s environment,” he said.
“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’.”
The song will feature on radio and digital platforms to drive behaviour change by educating locals, especially children, on the importance of preserving Fiji’s natural beauty.
Signs featuring Kasikasi will be strategically located at areas typically impacted by rubbish, including beaches, walking paths and parks, to remind people to keep it with them until they find a bin.
Havas Host MD Ant Moore 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,” Moore said.
The Tourism Fiji-led campaign was supported by a coalition of 15 travel and tourism industry partners including leading resorts and hotels as part of a united industry commitment to environmental conservation.
It will run across roadside billboards and other OOH locations, newspapers, radio and digital platforms, with the reusable bags available at various outlets throughout Fiji.
Credits:
Agency: Havas Host
MD: Ant Moore
ECD: Sebastian Vizor
Associate Creative Director: Pete Sherrah
Senior Art Director: Anastasia Simone
Senior Copy Writer: Jay Lee
Managing Director: Ant Moore
Account Director: Maisie La Costa
Head of Strategy: Alyce Gillis
Head of Production: Alistair Ferrier
Client: Tourism Fiji
Chief Marketing Officer: Srishti Narayan
Global Marketing Manager: Anaseini Bakaniceva
Global Marketing Specialist: Ashwina Ghutla
Production:
Studio: Lily Kate
Illustrator: Lily Vallance
Singer / Songwriter: Apakuki Nalawa
Musician: Kuki
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.