Women-led, indigenous-owned agency RUN Aotearoa has won the Pacific-wide campaign to reduce single-use plastics in tourism. Backed by SPTO, SPREP, and the Australian Government, the initiative launches in 2026 to promote sustainable tourism. RUN’s culturally rooted, creative approach aims to protect Pacific ecosystems while strengthening regional economic resilience.
In a powerful stride for sustainability and creative leadership, women-led, indigenous-owned agency RUN Aotearoa has been chosen to lead a major Pacific-wide campaign aimed at tackling single-use plastics in tourism. The campaign forms a key part of the Standards and Certification Programme for Phasing Out Single-Use Plastics (SCP-PO-SUP) — a joint initiative between the Pacific Tourism Organisation (SPTO) and the Secretariat of the Pacific Regional Environment Programme (SPREP), with funding from the Australian Government’s Pacific Ocean Litter Project (POLP).
The campaign will drive behavioural change and encourage sustainable tourism practices across the Pacific Islands — a region where tourism is both an economic lifeline and a guardian of natural beauty. With its rollout scheduled for early 2026, the initiative will span digital, social, PR, and partner channels, combining creative storytelling with on-ground partnerships.
For RUN Aotearoa Co-Founder Laura Cibilich, this win goes beyond professional recognition. “This means a lot to us and feels deeply personal,” she said. “We’ve worked alongside Pacific nations for years and share the same aroha, love and respect for our islands and oceans. Leading a campaign that protects that beauty and creates real change is an incredible privilege.”
Cibilich added that the project isn’t just about cutting down plastic — it’s about shaping a sustainable future for generations to come. “We want the next generation to enjoy the same clean beaches and crystal-clear waters that we were lucky enough to grow up with.”
The agency’s appointment follows a competitive regional pitch, with RUN’s extensive experience in Pacific tourism and sustainability positioning it strongly. Their track record includes collaborations with Tourism New Zealand, a six-year partnership with Niue Tourism where they helped launch the Sustainable Niue platform and the nation’s single-use plastic bag ban, and the Cook Islands Tourism Marketing Strategy.
RUN Co-Founder and CCO Raymond Otene McKay highlighted the agency’s unique cultural lens: “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.”
The partnership has been widely welcomed across the Pacific tourism and environmental sectors. SPTO CEO Christopher Cocker said, “SPTO is delighted to partner with RUN on this vital campaign. Their deep connection to the Pacific, strong tourism marketing experience, and genuine commitment to sustainability make them the right partner. Together, we can help the industry take real steps towards phasing out single-use plastics and protecting the natural beauty our region is known for.”
From the environmental side, Andrea Volentras, Project Manager for the Pacific Ocean Litter Project at SPREP, emphasized the campaign’s broader economic and ecological significance. “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,” she said. “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.”
The creative development phase will involve close collaboration with SPTO member nations and tourism operators to ensure that local voices, cultures, and communities are represented authentically. The campaign will emphasize practical, culturally rooted solutions to reduce plastic waste — from eliminating disposable packaging in hospitality to encouraging tourists to choose reusable alternatives.
For RUN Aotearoa, the project is both a continuation and an expansion of their mission: using creativity to inspire real-world change. As the Pacific faces rising environmental pressures, the agency’s work underscores how communication and culture can unite to drive collective responsibility.
When the campaign launches in 2026, it will not only spotlight the Pacific’s natural beauty but also its leadership in redefining what sustainable tourism can look like — a movement led by communities, creativity, and deep respect for the environment that sustains them all.
