A Movement in Rising: Over 1,000 Fijians Join PRF’s Roadside Campaign to Mark World Environment Day and World Oceans Day
Over 1,000 Fijians stood shoulder to shoulder along the Kings Highway this morning, transforming the stretch between Koronivia Roundabout Junction and the Rewa Bridge into a powerful platform of environmental advocacy.
Pacific Recycling Foundation’s annual Roadside Campaign, now in its third consecutive year, sent out a resounding message under the theme: “Stand in Solidarity to Protect Our Environment.”
The campaign brought together a rich cross-section of Fijian society from students and teachers to community members, recycling advocates, private sector representatives, development partners, government officials, and even pets brought by their owners.
Participants braved heavy conditions with unwavering determination, holding striking placards that echoed urgent calls for proper waste management and environmental and ocean protection.
The Kings Highway came to a visible standstill of purpose, in unified expression. The campaign was not merely a gathering; it was a movement in rising. The visual demonstration served as a compelling reminder that environmental sustainability is a collective responsibility, and that every individual’s voice, no matter their age or background, counts.
In a heartfelt statement, PRF Founder Amitesh Deo said the campaign continues to evolve into a national symbol of solidarity and action.
“This is more than just lining up along a road. It is a declaration. A collective act of hope. We are seeing the spirit of ownership rise among our people. From schoolchildren to the private sector and government leaders, we are all in this together. What is even more encouraging is the participation of young minds, our future, who are showing us how deeply they care about our environment and oceans,” said Deo.
Following the line-up, participants gathered for a “Safe Space” session that allowed for personal and creative expressions.
The morning featured over 25 powerful performances, including songs, poems, speeches, artwork, and dance, each delivering a heartfelt plea to treat our environment and oceans with respect and care. Students presented bold speeches and slogans, recited stirring poems, and a group staged a captivating theatrical performance titled “Earth Through Time.”
Deo emphasised that this is not a one-day event, but part of PRF’s long-term strategy.
“We are working toward embedding environmental consciousness into the very fabric of our culture. These conversations must continue beyond this campaign, into classrooms, homes, boardrooms, and communities. That is how real change takes root,” stressed Deo.
The pet-friendly campaign also featured animals from the Society for the Prevention of Cruelty, and all of them were adopted by participants.
This year’s event, organised by PRF, was made possible through the partnership of JICA Fiji, the Ministry of Education, the Ministry of Environment and Climate Change, Hot Bread Kitchen, FMF Foods Limited, Nasinu and Nausori Town Councils, Professional Security Services, Hexagon Complex, The Kidney Hub, Vivid Media, and Fiji Chemicals Limited.
PRF extends its deepest gratitude to everyone who took part in today’s campaign. Together, we have sparked something greater than an event, we have nurtured a movement.
