Fourth Annual Roadside Campaign Strengthens Growing National Movement for Environmental Advocacy
About 1,200 Fijians stood in solidarity along the roadside in Nadi today, transforming a section of the Queens Road into a powerful platform for environmental advocacy as the Pacific Recycling Foundation (PRF) hosted its Fourth Annual Roadside Campaign under the theme, “Stand in Solidarity to Protect Our Environment.”
The campaign, held in commemoration of World Environment Day and World Oceans Day, brought together a diverse cross-section of society, including students, teachers, recyclers, community groups, businesses, environmental advocates, government representatives, development partners, and members of the public.
An estimated 1,200 participants representing 21 schools, organisations, community groups and government agencies stood shoulder-to-shoulder to raise awareness about environmental protection, ocean conservation, waste management, and the collective responsibility we share towards safeguarding the ecosystems that sustain us.
For one hour, participants became the voice of the environment and oceans through placards, messages, performances, and advocacy, drawing attention to environmental issues that often go unheard.
The event also served as a celebration of the power of environmental advocacy and collective action. Participants gathered not only to stand in solidarity for environmental protection, but also to acknowledge the decision by the Ministry of Environment to reject the Environmental Impact Assessment (EIA) report for the proposed Waste-to-Energy project in Vuda. This outcome reflects the importance of evidence-based decision-making, public participation, and sustained environmental advocacy in safeguarding Fiji’s future.
The campaign was followed by PRF’s signature “Safe Space” session, which provided participants with an opportunity to express their environmental concerns, hopes, and aspirations through poetry, speeches, songs, artwork, dance, and other creative performances.
PRF Founder Amitesh Deo said the campaign continues to evolve beyond an event and is increasingly becoming a movement driven by community ownership and collective action.
“When we started this campaign four years ago, our goal was simple. We wanted to create a space where people could stand together and speak on behalf of an environment and oceans that cannot speak for themselves. Today, seeing people from different walks of life come together around a shared purpose is a reminder that environmental advocacy belongs to everyone,” said Deo.
He added that the campaign’s long-term vision extends far beyond a single annual gathering.
“Our hope is that one day communities throughout Fiji will organise their own roadside campaigns and stand together in solidarity for the environment. The dream is not for this to remain a PRF event. The dream is for it to become a national movement where people across the country dedicate one hour to advocating for the protection of our environment and oceans.”
Deo said the growing participation over the years demonstrates increasing environmental awareness and a willingness among communities to become part of the solution.
“What gives us hope is not simply the numbers. It is the diversity of participation. Students, businesses, government agencies, recyclers, community leaders, families, and advocates all standing together sends a powerful message that protecting our environment is a shared responsibility.”
The fourth Annual Roadside Campaign builds on the momentum of previous years and reflects the continued growth of a movement that seeks to inspire environmental consciousness, community action, and long-term behavioural change.
PRF extends its sincere appreciation to all participating schools, organisations, volunteers, supporters, and partners who contributed towards making this year’s campaign possible.
Special acknowledgement is extended to Nadi Town Council, Fiji Airways, Vuda Marina, Hot Bread Kitchen, Punjas, Autoworld, Motor Winders, Axial Engineering, Flour Mills of Fiji (FMF), Fiji Chemicals Limited, Creative Designs Limited, Professional Security Services Limited, The Kidney Hub Foundation, Pacific Specialist Healthcare and the Tanoa Hotels.
Together, they have helped strengthen a movement that continues to grow in both reach and impact.
As Fiji continues its journey towards a more sustainable future, PRF hopes the Annual Roadside Campaign will continue to inspire communities to raise their voices, take ownership, and stand in solidarity for the protection of the environment and oceans.