Namoona Baa 2020
Soneva Fushi
Sustainability has gone from an exception to an expectation. Many of us now look for solutions on how we can manage our own impact on the planet whilst seeking guidance from organisations who are doing this well.
Sustainable travel is no longer a buzzword but very much part of a consumer's consideration set. Whilst the wind has been blowing in this direction for some time, there’s no doubt the recent COVID-19 epidemic we all face will accelerate this evolution even further and become a catalyst for positive change.
Over the last few years we have worked with resorts who have a shared vision for conservation and hope to inspire more action globally, one being Soneva in the Maldives who’s eco-friendliness is part of their DNA.
The beaches and seas of the Maldives are particularly iconic when telling the story of a problem that recognises no physical limits. The Maldives is a nation that relies on the health of the seas for its economic and physical survival.
Our first visit to Soneva Fushi in 2019 introduced us to the Soneva Namoona Project, exploring ways in which islands in the Northern Atolls were improving and overcoming waste management issues. Since then, and in a period of only one year, we have witnessed and documented the official launch of the pioneering Namoona Baa initiative with the unveiling of a new ‘eco-centro’ complex on the island of Maalhos. As part of the initiative, the islands of Maalhos, Dharavandhoo and Kihaadhoo in the Baa Atoll pledged to end the open burning of island waste, in a radical shift towards eco-friendly waste management.
Soneva Namoona Baa is a unique partnership - ratified with a signed charter - launched by luxury eco resort Soneva Fushi and international NGO Common Seas in collaboration with the Government of the Maldives and three local islands – Maalhos, Dharavandhoo and Kihaadhoo. We worked with Soneva demonstrating how a radical reimagining of waste can prevent plastic leaking into the ocean. The campaign showcased the waste-to-wealth approach that benefits the whole country as well as other small island states. Matt met the individuals who are using their expertise, creativity and ingenuity to eliminate single use plastic from the Maldives, to challenge the concept of waste, and to nurture a new generation of ocean stewards. Through these individuals, Matt learnt about the unique and little known culture of the Maldives and gained a first hand view of island life beyond the resort.
Imagery and film captured was used in the proposal for President Solih of the Maldives, to highlight the devastation and impact of plastic across the beautiful Maldivian islands, and how they can be protected and restored through the Namoona Baa project. Since then, President Solih became the first Maldivian President in seven years to address the United Nations General Assembly stating he would phase out single use plastics by 2023.
Previously it felt peripheral that we wanted to travel in a more sustainable way as there wasn’t such a ground swell of the masses wanting to do so. However, now more than ever we will never have more of an opportunity to to start again from ground zero and think about what we want the future to look like that protects our planet and the communities that we live in.
If you’d like to talk more about community based storytelling and how it can help your brand please do get in touch. By profiling everything from your process, conservation efforts, to the positive impact your organisation has on the local community, we can offer an experience that guests come to appreciate and respect the beauty of their new surroundings.
