THE mother of all festivals is a much awaited event held annually in August and has grown in stature since its inception in 1956 to be one of the premier events in the South Pacific.
With only a month left for the annual festival to commence, the festival is said to have taken to a greater height each year.
Vodafone Fiji chief marketing officer Sanjeewa Perera said their sponsorship towards the Hibiscus Festival reflected their bond and commitment to the vanua and the people around them.
Sponsoring the event since 2006, Mr Perera said this was an event that brought families and friends together to enjoy the festivities, rides, food and shows.
"The festival presents the opportunity for a magnificent community-oriented event, where the contestants showcase the richness of cultural diversity and also benefit the needy from the charity chest."
He said with "Climate Change — Affecting Human Lives" as this year year's theme, it highlighted their concerns for the local and regional communities.
Adding on Mr Perera said this was an opportunity to advocate and create awareness on climate change affecting the country and other Pacific Island countries.
"All the contestants partaking in this year's Vodafone Hibiscus Festival are working towards making the most of the festival's platform and aligning themselves to reflect and advocate on the theme.
"The organisations and businesses in Fiji and the Pacific need to contemplate on the impacts of climate change on us and to communicate the awareness and actions that can safeguard our environment against climate change and in turn our future."