Getting people to litter responsibly is a task. For its clean-up campaign for Tourism Fiji, Havas Host realised that a shortage of public rubbish bins meant a campaign to simply put litter in bins wouldn’t be enough.
The agency created If you can’t bin it, bag it, encouraging Fijians and visitors to help reduce litter across the islands by thoughtfully disposing of rubbish – even when there are no bins nearby.
As a result, If you can’t bin it, bag it extends beyond just 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.
Havas Host also developed an illustrated mascot, Kasikasi as the campaign’s face of responsible waste management. It’s a small Fijian hermit crab who uses his shell as a bag to store rubbish in until he can find a bin. Kasikasi will feature across the initiative in visuals, song and on the bags.
The agency 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 promote 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.
Brent Hill, CEO of Tourism Fiji,stated, “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.’”
Tourism Fiji chief marketing officer, Srishti Narayan, 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.”
Havas Host, managing director Ant Moore, commented, “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
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
