Tourism Fiji is main the best way in celebrating Worldwide Day of Happiness with the launch its latest marketing campaign – the Shot of Happiness Challenge. In a world the place happiness is commonly measured by social media likes and filters, the brand new marketing campaign takes a daring stand to reclaim what true happiness seems to be like on these platforms.

Following the profitable launch of Tourism Fiji’s new world model platform, The place happiness comes naturally, the brand new marketing campaign led by Crimson Havas goals to indicate how folks can embrace the fantastic thing about unedited moments of their lives and hopes to encourage the world to re-wire their social media muscular tissues to spark extra moments of genuine happiness, impressed by the infectious pleasure and vibrant tradition of the Fijian folks. 

For twenty-four hours, ranging from 12:00 FJT on 20 March, Fijian locals will take over the Tourism Fiji Instagram feed, sharing 24 unfiltered and genuine moments from the archipelago of 333 islands the place happiness comes naturally. 

Even supposing the hashtag #glad has over 688 million posts on Instagram, research present that just about one third of individuals around the globe don’t really feel glad. What’s extra, analysis has proven the detrimental affect filtered and edited pictures can have on psychological well being and physique picture.


The Shot of Happiness Challenge noticed Tourism Fiji enlist the assistance of the place the place happiness comes naturally, their area people, to seize on a regular basis moments of true happiness. Armed with a handful of disposable cameras, that they had one job – take one shot of what makes them glad. No do overs, no filters, no contact ups – solely real, within the second happiness. The result’s a group of pictures that inform visible tales that beam with the pure, unfiltered pleasure the island nation boasts. 

What’s extra, Tourism Fiji are encouraging the remainder of the world to become involved and be part of their motion by sharing their very own unfiltered images of pure happiness on social media right now. 

Professional in Constructive Psychology specialising in happiness, Dr Lea Waters mentioned, “Analysis has proven the rise of social media in our lives has negatively impacted our happiness and life satisfaction ranges., however the fixed comparability between ourselves and pretend depictions of happiness.”

“Publicity to daylight, connection to nature and being inside a neighborhood that focuses on sharing can assist us really feel extra secure and valuing these items over materials possessions is one thing we are able to be taught from Fijians, as that is what makes them so glad. With this in thoughts, there’s no higher nation suited to take the lead on altering perceptions of happiness around the globe.”

Tourism Fiji Chief Advertising Officer, Emma Campbell, mentioned, “We all know shoppers are in search of significant journey experiences and in a world the place Instagram vs. actuality is a culturally related phenomenon, the Shot of Happiness Challenge goals to debunk the world’s notion of what happiness seems to be like on social media and provides the world a style of what they will see and expertise in Fiji.” 

“The marketing campaign continues to construct on the momentum of our current world model platform launch which nods to our current happiness model platform however flips the narrative whereby as an alternative of telling the story from guests perspective, reveals that the supply of happiness a Fijian vacation brings, is Fijian tradition itself.”

Govt Artistic Director of Host/Havas Jon Austin mentioned, “We’re thrilled to be working with the broader Havas Village to construct on the ‘The place happiness comes naturally’ model platform and narrative. We reckon the world can be taught lots from Fiji, and we’re proud to be those who get the chance to shine a lightweight on the unimaginable island nation and a lifestyle that requires no filters, results, or a number of takes to indicate true happiness.”