The Times Australia
The Times World News

.

Fijians harness the fundraising power of social media as their government struggles with the COVID-19 crisis

  • Written by Apisalome Movono, Senior Lecturer in Development Studies, Massey University

The current serious outbreak[1] of the COVID-19 Delta variant in Fiji is pushing already stretched health and community resources to the brink.

With tourism stalled and the state seemingly unable to resolve the unravelling crisis, there has been a sense of deepening distress in the Pacific nation.

But despite collapsing health infrastructure, climbing death rates[2] and an apparent overload of mortuary services[3], the government has refused to issue a nationwide lockdown[4].

Instead, it has placed its faith and the fate of its population of 900,000 in the vaccination programme[5], a policy that has seen it accused[6] of putting commercial interests ahead of the health of ordinary citizens.

Some village chiefs have been so dismayed at government inaction they have instituted their own 14-day mandatory lockdowns[7].

Our research[8] has found that same independent approach has seen Fijians reinvent the age-old tradition of solesolevaki — working together for a common cause — for the digital age. As Seattle-based Fijian Taniela Tokailagi explains, social media has enabled support networks to reach beyond the usual geographic or professional borders:

Solesolevaki in the digital era […] is about how deeply we are connected, regardless of where we are in the world.

Dashed hopes

While these initiatives are positive, the fact they are necessary has been a blow to Fijians who had been optimistic after a year of being COVID-19 free since the first case was recorded on March 19, 2020.

In particular, the outbreak dashed hopes[9] of a tourism bubble[10] with Australia (now also battling new outbreaks) and New Zealand. Instead of attracting tourists, Fiji has been welcoming Australian and New Zealand doctors[11], sent to aid with the crisis.

Medics have expressed grave concerns[12] about Fiji’s infection and death rates[13] and its struggling health infrastructure.

Read more: The Pacific went a year without COVID. Now, it's all under threat[14]

Financial aid[15] from New Zealand and Australia has helped the government and non-government organisations provide support. But while some residents have received food rations and FJD$50 loss-of-livelihood payments, many have had to fend for themselves.

The government has also introduced COVID-19 budget[16] to support Fiji’s unemployed, designed to carry the economy through until the planned border opening[17] over Christmas this year.

The news has caused mixed feelings[18] given Fiji’s 96% debt to GDP ratio, rumours of financial and economic collapse, and the ever increasing hardships faced by Fiji’s poorest.

Fijian police officer at roadblock in Suva A police officer guards a checkpoint in Fiji’s capital, Suva. GettyImages

Home and away

Meanwhile, life has to go on. As our research focusing on how Pacific peoples have responded to the pandemic shows, there is a clear trend towards self-help and digital innovation.

Within Fiji, young creatives — including performers, fashion designers and musicians — have used Twitter and other social media to fundraise for community groups providing humanitarian assistance.

For example, bands formerly employed at tourist resorts have used Twitter Spaces to hold virtual concerts. These #TeamFiji “space jams” mainly draw listeners from Fiji, but also expats as far away as the US and even Mongolia.

Such events can raise between FJD$1,000 and $3,000, with funds directed to households in need, including single parents, widows and vulnerable sex workers.

Read more: Traditional skills help people on the tourism-deprived Pacific Islands survive the pandemic[19]

The initiative quickly expanded beyond supporting the struggling artists themselves, as organiser Epeli Tuibeqa explained:

So far we’ve hosted over 26 artists and collected over $40,000 […] There’s a page on Facebook called “Families Helping Families Fiji” that we liaise with as well, and after some of the gigs we just contact them and they send us the number of a family and we send them money for their needs.

Facebook groups with cultural and provincial allegiances, such as the Bua Urban Youth[20] and Hakwa Gang[21], raise funds directly, with the latter providing food parcels to 50 households in the Sigatoka area, targeting elderly residents.

Every platform works

These community-focused efforts extend to members of the global Fijian diaspora. For example, Fijian rugby player Peceli Yato, who played against the All Blacks on Saturday, recently supplied food[22] for over 80 families in his home village.

Another initiative, #FijiBackToSchoolAid[23], raised US$18,000 for Fijian NGO, Foundation for the Education of Needy Children. This helped hundreds of children with school supplies at a time when their parents are struggling to provide the basic necessities.

Read more: Sun, sand and uncertainty: the promise and peril of a Pacific tourism bubble[24]

Even virtual gamers have become involved. Dan Qalilawa first began live-streaming his games[25] as an alternative income source for his household, but realised he could use his platform for pandemic relief.

Having recently raised more than FJD$7,000 to assist non-profit organisations such as Operation Grace[26], he extols the potential of using technology to make a difference:

While people may think that gaming is a waste of time, it has allowed me to make money to support strangers. Virtual spaces are opportunities for people to be creative and use social connections to get things done for our people — it has been very fulfilling to create change, albeit from the digital realm.

Read more: Pacific governments accused of using coronavirus crisis as cover for media crackdown[27]

Digital giving here to stay

The rise of online platforms as centres for community support is slightly ironic, given the role social media played in creating recent pyramid scheme[28] scandals in Fiji.

But it seems clear this will underpin much of Fiji’s community fundraising in future. Pacific peoples in general are harnessing social media and other digital tools to reinvigorate old traditions of adaptivity, innovation and solidarity to support people in need.

Traditional reciprocal relationships fit well with modern online giving. The tips and donations from live-streamed band sessions continue to flow in, reflecting the resilient and communal nature of Fijian culture.

In the words of Epeli Tuibeqa: “The pandemic will not stop us!”

References

  1. ^ serious outbreak (www.rnz.co.nz)
  2. ^ climbing death rates (www.nzherald.co.nz)
  3. ^ overload of mortuary services (www.rnz.co.nz)
  4. ^ refused to issue a nationwide lockdown (www.stuff.co.nz)
  5. ^ vaccination programme (thediplomat.com)
  6. ^ seen it accused (asiapacificreport.nz)
  7. ^ 14-day mandatory lockdowns (www.fbcnews.com.fj)
  8. ^ Our research (www.reimaginingsouthpacifictourism.com)
  9. ^ dashed hopes (www.abc.net.au)
  10. ^ tourism bubble (www.rnz.co.nz)
  11. ^ Australian and New Zealand doctors (www.newshub.co.nz)
  12. ^ grave concerns (www.stuff.co.nz)
  13. ^ Fiji’s infection and death rates (www.odt.co.nz)
  14. ^ The Pacific went a year without COVID. Now, it's all under threat (theconversation.com)
  15. ^ Financial aid (www.rnz.co.nz)
  16. ^ COVID-19 budget (www.rnz.co.nz)
  17. ^ border opening (www.fiji.gov.fj)
  18. ^ mixed feelings (www.fbcnews.com.fj)
  19. ^ Traditional skills help people on the tourism-deprived Pacific Islands survive the pandemic (theconversation.com)
  20. ^ Bua Urban Youth (www.facebook.com)
  21. ^ Hakwa Gang (www.facebook.com)
  22. ^ recently supplied food (www.fijitimes.com)
  23. ^ #FijiBackToSchoolAid (www.abc.net.au)
  24. ^ Sun, sand and uncertainty: the promise and peril of a Pacific tourism bubble (theconversation.com)
  25. ^ live-streaming his games (www.facebook.com)
  26. ^ Operation Grace (www.fijivillage.com)
  27. ^ Pacific governments accused of using coronavirus crisis as cover for media crackdown (theconversation.com)
  28. ^ pyramid scheme (www.fijitimes.com)

Read more https://theconversation.com/fijians-harness-the-fundraising-power-of-social-media-as-their-government-struggles-with-the-covid-19-crisis-164390

Times Magazine

Headless CMS in Digital Twins and 3D Product Experiences

Image by freepik As the metaverse becomes more advanced and accessible, it's clear that multiple sectors will use digital twins and 3D product experiences to visualize, connect, and streamline efforts better. A digital twin is a virtual replica of ...

The Decline of Hyper-Casual: How Mid-Core Mobile Games Took Over in 2025

In recent years, the mobile gaming landscape has undergone a significant transformation, with mid-core mobile games emerging as the dominant force in app stores by 2025. This shift is underpinned by changing user habits and evolving monetization tr...

Understanding ITIL 4 and PRINCE2 Project Management Synergy

Key Highlights ITIL 4 focuses on IT service management, emphasising continual improvement and value creation through modern digital transformation approaches. PRINCE2 project management supports systematic planning and execution of projects wit...

What AI Adoption Means for the Future of Workplace Risk Management

Image by freepik As industrial operations become more complex and fast-paced, the risks faced by workers and employers alike continue to grow. Traditional safety models—reliant on manual oversight, reactive investigations, and standardised checklist...

From Beach Bops to Alpine Anthems: Your Sonos Survival Guide for a Long Weekend Escape

Alright, fellow adventurers and relaxation enthusiasts! So, you've packed your bags, charged your devices, and mentally prepared for that glorious King's Birthday long weekend. But hold on, are you really ready? Because a true long weekend warrior kn...

Effective Commercial Pest Control Solutions for a Safer Workplace

Keeping a workplace clean, safe, and free from pests is essential for maintaining productivity, protecting employee health, and upholding a company's reputation. Pests pose health risks, can cause structural damage, and can lead to serious legal an...

The Times Features

Prefab’s Second Life: Why Australia’s Backyard Boom Needs a Circular Makeover

The humble granny flat is being reimagined not just as a fix for housing shortages, but as a cornerstone of circular, factory-built architecture. But are our systems ready to s...

Melbourne’s Burglary Boom: Break-Ins Surge Nearly 25%

Victorian homeowners are being warned to act now, as rising break-ins and falling arrest rates paint a worrying picture for suburban safety. Melbourne residents are facing an ...

Exploring the Curriculum at a Modern Junior School in Melbourne

Key Highlights The curriculum at junior schools emphasises whole-person development, catering to children’s physical, emotional, and intellectual needs. It ensures early year...

Distressed by all the bad news? Here’s how to stay informed but still look after yourself

If you’re feeling like the news is particularly bad at the moment, you’re not alone. But many of us can’t look away – and don’t want to. Engaging with news can help us make ...

The Role of Your GP in Creating a Chronic Disease Management Plan That Works

Living with a long-term condition, whether that is diabetes, asthma, arthritis or heart disease, means making hundreds of small decisions every day. You plan your diet against m...

Troubleshooting Flickering Lights: A Comprehensive Guide for Homeowners

Image by rawpixel.com on Freepik Effectively addressing flickering lights in your home is more than just a matter of convenience; it's a pivotal aspect of both home safety and en...