Tourism Fiji, in collaboration with creative agency Havas Host, has launched a clean-up initiative titled 'If you can’t bin it, bag it'. The campaign was developed in response to a shortage of public rubbish bins in Fiji and aims to encourage responsible waste disposal.

The initiative includes the distribution of sustainably-made, reusable tote-style bags for people to carry their litter until they find a bin. Havas Host has also created an illustrated mascot, Kasikasi, a Fijian hermit crab, to be the face of the campaign. Local artists, including musician Kuki and creative designer Lily Vallance, were involved in the campaign's creation.

The campaign will feature on radio and digital platforms, and signs will be placed in areas typically impacted by rubbish. The initiative is supported by a coalition of 15 travel and tourism industry partners and will be promoted across roadside billboards, newspapers, radio and digital platforms. The reusable bags will be available at various outlets throughout Fiji.

CEO of Tourism Fiji, Brent Hill, 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.’"

Chief Marketing Officer of Tourism Fiji, Srishti Narayan, said: "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 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."