A THREE-month campaign has been launched to encourage the replanting of native trees.
Launched in Suva by President Ratu Epeli Nailatikau, the One Tyre, One Good Deed is an environment campaign initiated by Asco Motors under the direction of Bridgestone.
This means that for every Bridgestone tyre that Asco sells in the next three months, $1 will be directed to the replanting of native trees in Vanua Levu with an estimated $4000 expected to be raised during the campaign.
The proceeds will be given to the World Wildlife Fund to use for tree planting projects, Asco Motors chief executive officer Abdul Hafiz said.
Ratu Epeli said tree-cutting must be executed with great responsibility.
"We cannot simply continue cutting down trees. As you well know we have done quite a lot of that in the past.
"In a three-month period, an estimated $4000 from the One Tyre One Good Deed campaign will be channelled to replanting native trees in Vanua Levu to reduce carbon emission, enhance bio diversity and prevent environmental degradation through soil erosion.
"It will also help reduce sedimentation and damage of coral reefs along the great sea reef or cakau levu, which is the third longest continuous barrier reef in the world and the most complex reef system in Fiji," Ratu Epeli said.
The cakau levu, considered a global treasure, was home to thousands of marine life, many of which were endemic to Fiji and a vital fishing ground for local communities, he said.
"Financing reforestation projects is therefore critical for the reef's conservation and the protection of marine life that depend on it for their very existence."