Fiji’s Bold Move: Can “Do the Right Thing” Campaign Curb Littering?

Fiji has officially launched its national campaign titled “Do the Right Thing” to tackle the pressing issue of littering and pollution across the islands. Announced on January 21 and discussed further in Parliament by the Minister for Environment and Climate Change, Mosese Bulitavu, this initiative aims to inspire citizens to unite in the fight against litter.

Minister Bulitavu articulated that this campaign reflects Prime Minister Sitiveni Rabuka’s vision of national unity and environmental responsibility. “This is about more than picking up trash — it’s about building a shared sense of pride in our communities and a commitment to protecting the natural beauty of our islands,” said Bulitavu.

The campaign not only promotes clean-up efforts but also encourages a cultural shift in how Fijians interact with their environment. It calls on individuals, families, businesses, and organizations to take responsibility for waste management through practical actions such as reducing single-use plastics and actively participating in community clean-ups. Last week, for instance, students from Queen Victoria School joined forces with staff from the Ministry of Environment and Climate Change to organize a clean-up at Mai Suva Park, demonstrating the vital role of youth engagement in this movement.

Moreover, similar initiatives like the National Anti-Litter Campaign emphasize a collective effort to address waste management challenges. Previous efforts detailed by Dr. Sivendra Michael, the Permanent Secretary for Environment and Climate Change, highlight the importance of community participation in creating a culture of accountability regarding waste disposal. He noted the success of community clean-up days and the need for ongoing education about responsible waste practices.

The government aims for the campaign to evolve from increased awareness into lasting behavioral change, with Minister Bulitavu emphasizing, “Doing the right thing, even in simple ways, contributes to a safer, cleaner Fiji for current and future generations.”

Through these concerted efforts, there’s a hopeful outlook that Fiji can confront the litter crisis effectively, fostering a deeper connection to its natural beauty and ensuring the sustainability of its environment for generations to come.