Tourism Fiji’s New Initiative: If You Can’t Bin It, Bag It

Tourism Fiji has launched an innovative cleanup initiative called “If You Can’t Bin It, Bag It,” created in collaboration with Havas Host. This initiative encourages both locals and visitors to be proactive about littering, especially in areas where public rubbish bins are scarce. The aim is to promote responsible waste disposal across the stunning islands of Fiji.

Recognizing the shortage of public rubbish bins, Havas Host developed this initiative to inspire thoughtful waste disposal. The campaign includes distributing specially designed, reusable tote bags made from sustainable materials. These bags provide a practical solution for individuals to carry their litter until they find an appropriate bin.

The campaign features an adorable mascot named Kasikasi, a small Fijian hermit crab. Kasikasi carries his trash in his shell until he finds a bin, symbolizing responsible waste management. He will appear across various campaign materials, including visuals, songs, and the reusable bags.

Havas Host has teamed up with local artists to ensure the campaign resonates with the Fijian culture. Local musician Kuki created a catchy jingle for the campaign, while illustrations by Fijian designer Lily Vallance bring Kasikasi to life. The campaign song will be aired on radio and digital platforms, aiming to educate the community—especially children—about the importance of keeping their environment clean.

To reinforce the message, signs featuring Kasikasi will be placed in high-impact areas like beaches, parks, and walking paths. These signs will remind people to keep their litter with them until they find a bin, fostering a culture of accountability in waste management.

Tourism Fiji’s initiative is supported by a coalition of 15 travel and tourism partners, including leading hotels and resorts. This collaboration highlights the industry’s commitment to environmental conservation and sustainable tourism practices.

Brent Hill, CEO of Tourism Fiji, expressed his excitement about the campaign, emphasizing the collective responsibility to protect Fiji’s natural beauty. Chief Marketing Officer Srishti Narayan echoed this sentiment, stressing the importance of community involvement in maintaining a clean and beautiful Fiji.

The “If You Can’t Bin It, Bag It” initiative is more than just a campaign; it’s a call to action for everyone in Fiji. By working together—locals and tourists alike—we can ensure that our beautiful islands remain pristine for generations to come. Join us in embracing this initiative, grab a reusable bag, and help keep Fiji clean!

Credits:

Agency: Havas Host
Managing Director: Ant Moore
Executive Creative Director: Sebastian Vizor
Associate Creative Director: Pete Sherrah  
Senior Art Director: Anastasia Simone Senior 
Copywriter: Jay Lee 
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: Lily Kate 
Illustrator: Lily Vallance
Singer & Songwriter: Apakuki Nalawa
Musician: Kuki