Tourism Fiji has teamed up with Havas Host to encourage locals and visitors to thoughtfully dispose of rubbish even when there are no bins nearby.
The ‘If you can’t bin it, bag it’ initiative was created from the insight that a campaign to put litter in bins wouldn’t be enough given the shortage of public rubbish bins.
The initiative extends beyond messaging with the distribution of 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 agency developed an illustrated mascot, Kasikasi—a small Fijian hermit crab who uses his shell as a bag to store rubbish until he can find a bin—as the campaign’s face of responsible waste management. Kasikasi features across the initiative in visuals, a song, and on the bags.
Havas Host collaborated with local artists to bring the initiative to life in a distinctive Fijian way. Local musician Kuki created the campaign song’s jingle, while illustrations by Fijian creative designer Lily Vallance appear across visuals and on the bags.
The song will feature on radio and digital platforms to drive behaviour change by educating locals, especially children, on the importance of picking up litter. 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.
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.
“We are thrilled to launch the ‘If you can’t bin it, bag it’ campaign alongside our dedicated partners,” Brent Hill, CEO of Tourism Fiji said.
“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.'”
“As part of our ongoing commitment to sustainability, we believe collaborating with communities, industry and the Government can greatly preserve Fiji’s natural beauty,” Tourism Fiji’s chief marketing officer, Srishti Narayan.
“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 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.”
The campaign 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