Māori and women-led creative agency RUN Aotearoa will lead a new Pacific campaign to eliminate single-use plastics from the tourism industry.

The agency was selected under the Standards and Certification Programme for Phasing Out Single-Use Plastics, led by the Pacific Tourism Organisation (SPTO) and the Secretariat of the Pacific Regional Environment Programme (SPREP).

The initiative is funded by the Australian federal government through the Pacific Ocean Litter Project (POLP), a $16 million program running from 2019 to 2027 to reduce marine plastic pollution across 14 Pacific island nations.

POLP supports Pacific countries to phase out items such as plastic bottles, bags, containers, cutlery and straws.

It aims to reduce the availability of single-use plastics, encourage sustainable alternatives and strengthen community awareness of environmental protection.

RUN Aotearoa Co-Founders Raymond Otene McKay and Laura Cibilich told National Indigenous Times the campaign aligns closely with the agency's purpose and connection to the region.

"At RUN, we're deeply motivated by work that creates meaningful impact - not just visually, but socially, culturally, and environmentally," they said.

"The issue of plastic pollution directly affects the people, places, and ecosystems we care about.

"So when this opportunity arose, we saw it as a chance to combine our creative strength with purpose - to help protect our oceans, our lands, and our shared future across the Pacific."

They said the agency's identity as both Māori owned and women led shapes its values and approach, with Mr McKay being Māori (Ngaati Mahuta, Ngāti Pūkeko, Rongomaiwahine, Ngāti Porou) and Ms Cibilich being a woman, leading the agency together.

The founders said the appointment reflects both Indigenous led creative leadership and regional collaboration.

"For this project we're guided by the whakataukī (Māori proverb): Toitū te marae a Tāne-Mahuta, toitū te marae a Tangaroa, toitū te tangata.

"If the land is well and the sea is well, the people will thrive," they said.

"This appointment represents more than just a project win, it's a recognition of Indigenous led creativity taking the lead on environmental challenges that affect our region."

SPTO and SPREP recently launched a plastics certification framework and toolkit to support governments and tourism operators in eliminating single-use plastics.

The toolkit provides practical steps for businesses to transition toward sustainable operations while protecting marine environments central to Pacific economies.

Mr McKay and Ms Cibilich said the campaign's message is grounded in shared Pacific values of respect, guardianship and collective responsibility.

"Sustainability, for us, is about harmony - between people and place, past, present and future," they said.

"True sustainability is community led.

"It means uplifting each other, protecting the ecosystems that sustain us, and making choices that honour both our ancestors and the generations still to come."

They said the campaign aims to shift how sustainability is viewed within the tourism industry.

"We hope it empowers tourism operators and communities across the Pacific to see sustainability not as a burden, but as a strength - something that enhances mana, protects livelihoods, and builds resilience for the future."

RUN Aotearoa's past work includes projects with Niue Tourism, where it helped introduce Sustainable Niue and the nation's plastic bag ban.

The agency also delivered creative campaigns for Tourism New Zealand, including a PR campaign drawing on the cultural story of Matariki, featuring Grammy Award-winning Jerome Kavanagh Poutama (Puoro Jerome).

"Our experiences, and our deep understanding of culture, sustainability and authentic storytelling, continue to guide our approach," they said.

"Tourism isn't just about attracting as many people as possible. It's about attracting the right people for the destination, and protecting, celebrating and uplifting people and place."

SPTO Chief Executive Christopher Cocker said RUN's experience and connection to the Pacific made them an ideal partner.

"SPTO is delighted to partner with RUN on this vital campaign," Mr Cocker said.

"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."

The campaign will launch in early 2026 across digital, social, PR and partner channels, developed in collaboration with SPTO member countries and tourism operators throughout the region.