To mark the International Day of Happiness, the Pacific island of Fiji has launched a new campaign to promote ‘authentic’ happiness.

In a move to encourage the world to recognise more moments of authentic happiness inspired by the vibrant culture of the local Fijian people, Tourism Fiji is celebrating International Day of Happiness with the introduction of a new initiative, the Shot of Happiness Project. In an official press statement, Tourism Fiji says that it has reclaimed #happy with the Shot of Happiness Project, aimed at demonstrating how people can embrace the beauty of unedited moments in their lives.

According to the board’s official press statement, starting from 12:00 FJT (05:30 IST) on March 20 and for a period of 24 hours, Fijian locals will take charge of the Tourism Fiji Instagram feed, sharing 24 unfiltered and authentic moments from the archipelago of 333 islands where happiness comes naturally.

The statement adds that studies demonstrate the negative effects that filtered and altered photographs can have on mental health and body image, despite the fact that the hashtag #happy has received over 688 million posts on Instagram. Tourism Fiji aspires to inspire the world to create more genuine moments of joy by showcasing how people can appreciate the beauty of unprocessed moments in their lives.

The board adds that in order to document genuine happiness in its most natural form, Tourism Fiji has enlisted the aid of their local community for the Shot of Happiness Project. With a number of disposable cameras, the locals received only one assignment—to capture a single photo of what makes them happy. Only natural, in-the-moment happiness, without any filters, touch-ups, or do-overs. As a consequence, a series of pictures emerge that convey stories in a way that exudes the unadulterated joy that the island nation is known for.

“Research has shown the increase of social media in our lives has negatively impacted our happiness and life satisfaction levels. Not only is this due to the negative changes in brain chemistry, but also the constant comparison between ourselves and fake depictions of happiness,” says Lea Waters, an expert in ‘Positive Psychology’ specialising in 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,” she adds.

According to the press statement, Fiji has received 727,040 tourists since it “Opened for Happiness” on December 1, 2021. In January 2023 alone, visitor arrivals hit the highest January arrivals ever recorded in Fiji, with 67,502 visitors, representing 106 pc of the same period in 2019. The board claims that it shows the world that Fiji is the ultimate destination to find a little, or a lot of unfiltered and genuine happiness, in the nation dubbed to be the place where happiness comes naturally, the official statement adds.

“In a world where happiness has been hijacked by filtered depictions of the emotion, Fiji remains an untouched cornucopia where happiness is a way of life and runs culture deep. The Shot of Happiness Project shows that in Fiji, wherever you point the lens it captures how happiness comes simply, effortlessly, and abundantly,” says Brent Hill, CEO of Tourism Fiji.

“We’re proud to be leaning into our local community to shine a light on the Fiji’s depiction of happiness. Year after year, Fijians have made a name for themselves for being some of the happiest across the globe. We believe the proof is in the pudding and the Shot of Happiness Project will speak for itself. The world shouldn’t just take our word for it, they should come and experience the place where happiness comes naturally for themselves,” he adds.