AUCKLAND, Today: RUN Aotearoa has taken the lead on a major Pacific-wide campaign to tackle single-use plastics in tourism, after winning a competitive regional pitch.
The women-led, award-winning agency will roll out an integrated campaign to cut plastic waste and champion sustainable tourism across the Pacific.
The initiative is part of the Standards and Certification Programme for Phasing Out Single-Use Plastics, a joint project between the Pacific Tourism Organisation (SPTO) and the Secretariat of the Pacific Regional Environment Programme (SPREP). It’s funded by the Australian Government through the Pacific Ocean Litter Project.
“This win means a lot to us and feels deeply personal. We’ve worked alongside Pacific nations for years and share the same aroha, love and respect for our islands and oceans.
“To lead a campaign that helps to protect that beauty and create real change is an incredible privilege,” says Laura Cibilich, RUN Aotearoa Co-Founder.
“This isn’t just about reducing plastic; it’s about shaping a better future and making sure the next generation can enjoy the same clean beaches and crystal-clear waters that we were lucky enough to grow up with.”
“Being an indigenous-owned agency, we bring an understanding that sustainability is cultural as much as environmental.” – Raymond Otene McKay, RUN Co-Founder and CCO
RUN’s strong background in tourism across New Zealand and the Pacific made them the perfect fit. Their experience includes award-winning work with Tourism New Zealand, a six-year partnership with Niue Tourism, and the Cook Islands Tourism Marketing Strategy.
Raymond Otene McKay, RUN Co-Founder and CCO adds, “Being an indigenous-owned agency, we bring an understanding that sustainability is cultural as much as environmental. We’re excited to help share that story through a campaign that’s proudly Pacific, authentic, and grounded in community.”
SPTO CEO, Christopher Cocker, says, “SPTO is delighted to partner with RUN on this vital campaign. Their strong connection to the Pacific, deep experience in tourism marketing, and commitment to sustainability, make them the right partner to help us bring this vision to life.
“Together, we can support our tourism industry to take practical steps towards phasing out single-use plastics and protecting the natural beauty our region is known for.”
“The Pacific Ocean Litter Project is proud to support this campaign and the partnership between SPREP, SPTO, and RUN Aotearoa,” said Mr. Andrea Volentras, the Project Manager for POLP at SPREP.
“Tourism is the lifeblood of many Pacific economies, and this campaign is an opportunity to show that sustainability and economic prosperity can go hand in hand. By reducing single-use plastics, we’re not only protecting our environment and marine life, but also strengthening the Pacific’s reputation as a world leader in sustainable tourism.”
Launching in early 2026, the campaign will span digital, social, PR, and partner channels, with creative work shaped alongside SPTO member countries and tourism operators throughout the Pacific.
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