Tourism Fiji Reclaims #happy with the Shot of Happiness Project

Expert in Positive Psychology specialising in happiness, Dr Lea Waters said, “Research has shown the increase of social media in our lives has negatively impacted our happiness and life satisfaction levels., but the constant comparison between ourselves and fake depictions of happiness.”

“Exposure to sunlight, connection to nature and being within a community that focuses on sharing can help us feel more stable and valuing these things over material possessions is something we can learn from Fijians, as this is what makes them so happy. With this in mind, there’s no better nation suited to take the lead on changing perceptions of happiness around the world.”

Tourism Fiji Chief Marketing Officer, Emma Campbell, said, “We know consumers are looking for meaningful travel experiences and in a world where Instagram vs. reality is a culturally relevant phenomenon, the Shot of Happiness Project aims to debunk the world’s perception of what happiness looks like on social media and give the world a taste of what they can see and experience in Fiji.” 

“The campaign continues to build on the momentum of our recent global brand platform launch which nods to our existing happiness brand platform but flips the narrative whereby instead of telling the story from visitors perspective, shows that the source of happiness a Fijian holiday brings, is Fijian culture itself.”

Executive Creative Director of Host/Havas Jon Austin said, “We’re thrilled to be working with the wider Havas Village to build on the ‘Where happiness comes naturally’ brand platform and narrative. We reckon the world can learn a lot from Fiji, and we’re proud to be the ones who get the opportunity to shine a light on the incredible island nation and a way of life that requires no filters, effects, or multiple takes to show true happiness.”