FRU enters Miss Hibiscus festival for the first time

For the first time, the Fiji Rugby Union (FRU) will have a contestant at the 70th Miss Hibiscus Festival, which begins on August 29.

FRU chief executive officer Koli Sewabu said the move was about more than sponsorship. It was about giving back to the community.

The FRU is represented by University of the South Pacific journalism student Suliana Latianara.

“Our motivation is rooted in our strategic goal of strengthening our community connection and brand prominence,” Sewabu said.

“Rugby in Fiji is a game of the people, and we believe our organisation must remain connected to the people. This is a continuation of our ‘thinking outside the box’ strategy.”

Sewabu said the initiative would strengthen community engagement and promote the role of women in rugby and society.

“We want to reinforce the message that women have a vital role in shaping the future of rugby and of Fiji as athletes, leaders, and professionals.”

Funding

Sewabu said FRU’s participation was funded through its internal resources.

“The costs associated with our participation, including the support for our representative, are covered by a budget allocation from the FRU’s internal resources, which are carefully managed to support various programs that promote our values and reach our communities.

“We are always exploring partnerships to amplify our reach.

“Further to this, we recognise that this is the 70th year of this festival, which has had a huge impact in our communities. Fiji Rugby has always had the benefit of the resources and services of the Suva City Council, and this is our way of giving back and supporting their initiatives,” Sewabu added.

Advocacy

Sewabu said the festival would give FRU a platform to promote its values and support Latianara’s advocacy for youth empowerment and mental well-being.

“Our objective is to strengthen our relationship with the Fijian community and showcase what the Fiji Rugby brand stands for: teamwork, discipline, resilience, respect, service, and leadership.

“To do this, it helps us with our brand prominence. This is not just about visibility, but as being recognised, trusted, and felt as a connected part of the community.”

He said Latianara’s advocacy was timely given the challenges facing young people.

“Her advocacy could not come at a more critical time. Our young people today are facing immense pressures from the devastating infiltration of methamphetamine and drugs into our vulnerable communities, to the scourge of domestic violence, and the damaging effects of online bullying and abuse.

“These are not just statistics; they are realities affecting our families, our villages, and our future.