Let's Go Local

Let’s Go Local: Tourism Fiji Reclaims #Happy

‘Valuing these things over material possessions is something we can learn from Fijians, as this is what makes them so happy’
25 Mar 2023 01:00
Let’s Go Local: Tourism Fiji Reclaims #Happy
One of the many photos shared on Tourism Fiji’s Instagram page celebrating #Happy. Photo: Tourism Fiji

Tourism Fiji played a lead role in celebrating International Day of Happiness, with the launch of its newest campaign – the Shot of Happiness project.

In a world where happiness is often measured by social media likes and filters, the new campaign takes a bold stand to reclaim what true happiness looks like on these platforms.

Following the successful launch and celebration of Tourism Fiji’s new brand – Where Happiness Comes Naturally, campaign lead by Red Havas – aims to show how people can embrace the beauty of unedited moments in their lives.

It is a motto to encourage the world to re-wire their social media muscles, to spark more moments of authentic happiness, inspired by the infectious joy, and vibrant culture of our Fijian people.


The Tourism Fiji Instagram feed shared 24 unfiltered and authentic moments from all over Fiji over 24 hours.

Despite the fact that the hashtag #happy has over 688 million posts on Instagram, studies show that almost one third of people around the world do not feel happy.

Research has shown the detrimental impact filtered and edited images can have on mental health and body image.

The Shot of Happiness project saw Tourism Fiji enlist the help of the place where happiness comes naturally, our local community, to capture everyday moments of true happiness.

Armed with a handful of disposable cameras, they had one task – take one shot of what makes them happy.


No do overs, no filters, no touch ups – only genuine, in the moment happiness.

The result is a collection of images that tell visual stories that beam with pure, unfiltered joy the island nation boasts.

Tourism Fiji is encouraging the rest of the world to get involved and join their movement, by sharing their own unfiltered photos of pure happiness through social media.

Expert in Positive Psychology specialising in happiness, Dr Lea Waters said the increase of social media had negatively impacted happiness and life satisfaction levels.

“Exposure to sunlight, connection to nature and being within a community that focuses on sharing can help us feel more stable.


“Valuing these things over material possessions is something we can learn from Fijians, as this is what makes them so happy.

“With this in mind, there’s no better nation suited to take the lead on changing perceptions of happiness around the world.”

Tourism Fiji chief marketing officer, Emma Campbell, said, “Consumers are looking for meaningful travel experiences in a world where Instagram vs reality is a culturally relevant phenomenon.

The Shot of Happiness project aims to debunk the world’s perception of what happiness looks like on social media, to give the world a taste of what they can see and experience in Fiji.”

Executive creative director of Host/Havas Jon Austin will be working with the wider Havas Village to build on the ‘Where Happiness Comes Naturally’ brand platform and narrative.


Feedback: frederica.elbourne@fijisun.com.fj

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