Fiji has taken a decisive step toward addressing its escalating litter crisis with the official launch of the ‘Do the Right Thing’ national campaign.

Announced earlier this year on January 21 and discussed in Parliament this morning by the Minister for Environment and Climate Change, Mosese Bulitavu, the initiative aims to unify citizens in the fight against pollution.

Speaking to Members of Parliament, Minister Bulitavu highlighted the campaign as a direct reflection of Prime Minister Sitiveni Rabuka’s broader vision of national unity and environmental stewardship.

The campaign encourages not just clean-up efforts, but a cultural shift in how Fijians treat their environment.

“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.

“We want everyone in Fiji, from individuals and families to businesses and organisations, to take responsibility and do their part.”

The campaign urges practical actions such as reducing single-use plastics, sorting household waste, and actively participating in community clean-ups.

Last week, students from Queen Victoria School joined Ministry of Environment and Climate Change (MECC) staff in a cleanup effort at Mai Suva Park, showing that youth engagement is already playing a crucial role in the movement.

Bulitavu emphasized that every small act counts: “Doing the right thing, even in simple ways, contributes to a safer, cleaner Fiji for current and future generations.”

The campaign represents a national push toward long-term environmental responsibility one that the government hopes will evolve from awareness into lasting behavioral change.