The document provides background information on Zero Waste Antigua, a non-profit organization working to promote sustainability and recycling in Antigua. It discusses how Zero Waste Antigua was started by Martin Dudley to address the lack of recycling infrastructure in Antigua. It outlines the current waste challenges facing Antigua including poor waste disposal practices and limited recycling options. The document proposes partnering with brands to help support Zero Waste Antigua's initiatives like education programs, collection services, and website development to create more awareness and action around recycling in Antigua.

1. ZERO WASTE ANTIGUA
STRATEGY
CLIENT
ZERO WASTE ANTIGUA
JOB
Brand Strategy
DATE
2013

2. 01
INTRODUCTION

3. ZERO WASTE ANTIGUA
Zero Waste is an ideal that requires awareness of what you
bring to your world and how you will dispose of it. Lets work
together starting with recycling plastics and metals.
HOW DID ZERO WASTE ANTIGUA START?
Martin Dudley, a keen environmentalist and local of Antigua
saw increasingly the problems associated with recycling in his
country and hence, decided to boldly change it.
He bought a van and started running collections between the
bins and the recycling facilities in Antigua. Connecting with
the local yachting scene and the community, he hopes in
time, his (unpaid) job will be made redundant.

4. ANTIGUA WASTE SITUATION
Pollution solid waste was cited as a Challenges include changing the operations such as garages and
problem of national priority in psyche of the public regarding solid factories is done via open sewers.
Antigua. In addition to poor waste disposal and capacity to use Improperly managed liquid waste often
behavioural attitudes by residents with recyclable materials in an economically leads to compromised fresh and
regards to littering, another critical viable manner. With respect to liquid marine waters quality.
element of this issue is that the waste most of the population of
majority of waste consists of Antigua and Barbuda rely on septic There are challenges with respect to
manufactured and imported products. tanks, pit latrines and pitless latrines for finding appropriate disposal for
The increase in waste is expected to sewage disposal.
hazardous waste. The resulting
shorten the life cycle of landfills, consequence of all pollution is the
thereby increasing pressure on Further to this, even where there are threat to both public health and the
government to expand existing or find existing sewage systems they are often physical environment.
new appropriate land (a scarce and inadequate. Pesticides used in
expensive resource) to support waste agriculture are improperly disposed of,
assimilation.
and liquid waste from commercial

5. ROLL CALL FOR PARTNERSHIPS
HELP SAVE A PIECE OF PARADISE

6. ROLL CALL FOR PARTNERSHIPS
HELP SAVE A PIECE OF PARADISE

7. ROLL CALL FOR PARTNERSHIPS
ASSOCIATIVE MARKET OPPORTUNITIES
1. BRAND ASSOCIATION
3. EDUCATION INITIATIVE
By associating with Zero Waste Antigua, brands demonstrate to Demonstrate support and future vision through partnering on a
their consumers their support for sustainability and a vision for the “Rubber Duck Recycling” education package targeted at local
future. All communications to feature associative branding and schools. Full brand exposure on materials and publications.
online links.
Public relations and media opportunity.
Increase brand recall, reputation and recognition.
2. BRAND EXPERIENCE
4. WEBSITE DEVELOPMENT
In association with Zero Waste Antigua and Rubber Duck In order to expand on communications, a website is required to
Recycling, the opportunity to engage an audience through fund feature on all communications and continue the story of the
raising events.
work that is taking place.
Increase brand engagement and sampling opportunity
Associative branding, stockholding of website

8. WHAT WE NEED
1. STAFF / SUPPORT / FUNDING
2. UPGRADED COLLECTION VEHICLE(S)
3. BINS
4. COLLECTION MATERIALS – GLOVES, BAGS
5. AWARENESS – PUBLIC SERVICE ANNOUNCEMENTS, PR, COMMS
6. ‘ZERO WASTE ANTIGUA STAMP OF APPROVAL’ PROGRAM
7. WEBSITE DEVELOPMENT

9. THE MAKE UP
‘HERO’ BRAND
ZERO WASTE ANTIGUA
(B2B)
RECYCLING FASCILITATION, EVENTS
& COMMUNITY AWARENESS PLATFORM
(B2C)
RUBBER DUCK
RECYCLING

10. FOOD FOR THOUGHT CORPORATE SOCIAL
RESPONSIBILITY
CSR policy functions as a built-in, self- stakeholders, consumers and Industrialization, in many developing
regulating mechanism whereby a community.
countries, is booming as a result of
business monitors and ensures its active both technology and globalization.
compliance within the spirit of the law, Environmental consciousness is a Consumers are becoming more aware
ethical standards, and international growing movement in Antigua, despite of the environmental and social
norms. CSR is a process with the aim a lack of infrastructure, therein lies an implications of their day-to-day
to embrace responsibility for the opportunity to be first to market with consumer decisions and are therefore
company's actions and encourage a associative environmental activity in beginning to make purchasing
positive impact through its activities on line with the needs of the people of decisions related to their
the environment, consumers, Antigua and most importantly, the environmental and ethical concerns.
employees, communities, stakeholders environment.
However, this practice is far from
and all other members of the public consistent or universal.
sphere who may also be considered as The rise in popularity of ethical
stakeholders
consumerism over the last two decades
can be linked to the rise of CSR. As
In an increasingly competitive global population increases, so does the
landscape, brands have to work harder pressure on limited natural resources
in order to differentiate themselves and required to meet rising consumer
demonstrate their alignment with the demand (Grace and Cohen 2005, 147).

11. WHATS IN IT FOR PARTNERS?

12. Antigua Waste Facilities
RECYCLING WASTE IS SEPERATED AT THE PLANT

13. CURRENT LANDSCAPE: The Challenge
DESPITE HAVING A RECYCLING PLANT, ANTIGUA HAS
NO RECYCLING COLLECTION FASCILITIES

14. CURRENT OBSTACLES: Change is desperately needed
LACK OF NO
POOR EDUCATION
LEADERSHIP
INFRASTRUCTURE
INCREASING
BEAUROCRACY
TOURISM

15. WHAT WE ARE DOING: being the change we want to see in the world
SINGLE-HANDEDLY RUNNING RECYCLING COLLECTIONS
FOR LOCAL VENUES & EVENTS

16. 02
BRAND VISION
BRAND VISION DEFINITION
What does the brand stand for?

17. BRAND VISION OUR AMBITION
CREATE A MOVEMENT TOWARD A
ZERO WASTE ANTIGUA

18. BRAND VISION OUR AMBITION

19. BRAND VISION
CHANGE OUR
RELATIONSHIP TO WASTE

20. 03
ROLE
ROLE DEFINITION
The role is the pragmatic and rational
delivery of our purpose. The role defines
how the brand goes about doing things to
fulfill its purpose.

21. ROLE
Equip and empower the game changers of Antigua in order to lead
the community toward a closed loop economy.

22. 04
POSITIONING & CUSTOMER
VALUE PROPOSITION
POSITIONING DEFINITION
internal statement that states the market in
which you compete, how you compete and
your unique point of difference.
PROPOSITION DEFINITION
The reason that someone chooses your
brand over another.

23. POSITIONING GOLDEN RULES A POWERFUL BRAND
POSITIONING NEEDS TO BE
Visionary
Different
Motivating
Credible

24. POSITIONING
RUBBER DUCK RECYCLING WATER IS INCREASINGLY PEOPLE DON’T WANT TO GET LEADING BY EXAMPLE HOW
DOES A JOB THAT SCARCE & YET ESSENTIAL
THEIR HANDS DIRTY
TO BE THE CHANGE
SHOULDN’T EXIST

25. POSITIONING
ZERO WASTE ANTIGUA WAVES THE GREEN FLAG THROUGH
ACTION NOT JUST WORDS
CUSTOMER VALUE PROPOSITION
ZERO WASTE ANTIGUA IS A VALUABLE AND ESSENTIAL
MEMBER OF SOCIETY, PUSHING A CAUSE ESSENTIAL TO
SURVIVAL & OUR FUTURE.

26. 05
VALUES & ATTRIBUTES
VALUES DEFINITION
Values represent the code by which your brand
lives. If a decision doesn’t reflect your brand
values, then it isn’t the right one.

27. Its not just about the
VALUES & PERSONALITY
DRIVE ENDURING RELATIONSHIPS WITH PEOPLE
benefits
Brand values and personality drive enduring relationships with people
Community
Values
Values
Relationship
=
Linkage
Community Personality
Personality

28. VALUES DEFINED
LOYALTY LOVE HUMOUR REBELIOUS ENERGY STREGNTH
A strong feeling of An intense feeling Being able to Creating change in Tenacious and An innate power to
support or of deep affection: laugh at life while a time of inertia excitable nature.
succeed regardless
allegiance. There a great interest embracing it.
and ‘blah blah’
A positive attitude of challenges faced.
no matter what.
and pleasure in full of energy Physical and
something or physically and emotional power to
someone.
mentally.
overcome.

29. 06
PERSONALITY
PERSONALITY DEFINITION
Personality traits are the human characteristics
of your brand. They are expressed through
every aspect of your brand’s identity.

30. PERSONALITY
1. EARTHY
While live in a modern world, we cannot forget our roots. We respect nature and planet Earth.
2. CONFIDENT
We are proud and assured but never arrogant, our experiences have given us a clear perspective on life.
3. POSITIVE
We always look for the good in people, their inner beauty and show the kindness needed to enable a positive change
in others. We want to make the world a better place for all (including those who are not conscientious).
4. PERSONAL
We provide a personal touch in everything we do. Its about being understanding and also knowing the importance
of the little touches we make.

31. PERSONALITY
5. INSPIRING
We want to motivate and empower communities by being an inspiration to them and allowing them to be so for
others.
6. FUN
We recognise the importance of having fun without being childish, we want people to enjoy themselves and to let
themselves go and have fun.
7.CREATIVE
Creativity is at the heart of what we do. We believe that through creativity, we learn and push the boundaries of our
perception of ourselves and the world.

32. BRAND BEHAVIOUR
MAP
ATTITUDE
LOVE
STREGNTH
PERSONALITY
FUN EARTHY
REBELIOUS CREATING
CREATIVE
CHANGE
CONFIDENT
THROUGH
COMMUNITY
HUMOUR
INSPIRING POSITIVE
PERSONAL
LOYALTY
FUN

33. BRAND VISUAL CONTEXT

34. 07
AUDIENCE

35. TARGET AUDIENCE DEFINED
YOUTH
Children are the leaders of tomorrow and their engagement with sustainability is integral to their survival in a
future where resources are increasingly finite. They have short attention spans, need to entertained and the opinions
of their peers is important to them.
INFORMED & CONSCIENTIOUS
There are many out there who are already actively recycling and choosing to live sustainably within the community.
They are nature lovers who are curious, aware and intelligent.
CULTURAL LEADERS
Local cultural leaders such as ministers, musicians, sports professionals teachers who act as a guide to inspire their
community.
SERVICE ORGANISATIONS
Organisers recognise the need to support and promote social initiatives to ensure continual business and positive
reputation. E.g. Antigua Tourism

36. TARGET AUDIENCE DEFINED
NATURE LOVERS
SERVICE
ORGANISATIONS
YOUTH
CULTURAL LEADERS
INFORMED
& CONSCIENTIOUS

37. YACHTYS
A person who speaks in a posh tone of voice, is
usually wealthy but does not necessarily sail atall,
yet still hangs around yacht clubs to fit in. They
usually wear expensive yachty clothes*
WITNESS THE DESTRUCTION WASTE HAS ON THE OCEAN
* via urban dictionary

38. RASTAS
A rasta or rastafarian is someone who follows the
religion of Rastafarianism. The smoking of weed
is considered a way of speaking to their god, Jah.
Rastafarians do read and follow the bible, and
they helped shape Jamaica's people nowadays.*
THEY WORSHIP & LIVE OFF THE LAND
* via urban dictionary

39. YOUTH
The children of Antigua are the future. They are
technologically aware, energetic and persuasive on
peers and family.
THE FUTURE
* via urban dictionary

40. LOCAL COMMUNITY
EVERYONE LOVES NATURE

41. 08
BRAND PLATFORM

42. RECOMMENDED BRAND TEXTURE
• Honest & frank
• Loveable rogue
• Approachable & sincere

43. COMMUNICATION PLATFORM: Wave the Green Flag
CREATE A MOVEMENT

44. COMMUNICATION PLATFORM
AWARENESS
ENGAGEMENT
ACTION
• Posters created by local school • Create a local ‘sustainability’ • Next generation
children
standard enabling businesses to education on waste
• School education programming
seek stamp of approval
• Public service
• Local media broadcast
• Engaging cultural leaders and programming
• Sailing event support
providing an info package: head • Create demand for
• Stickers – cars/boats/boards
masters, musicians, surfers, regular island recycling
• Van branding
preachers
infrastructure
• Music fundraising
• Facebook updates
• Petition for Recycling fascilities

45. BRAND ACTION PLAN

46. MESSAGING / ACTIVITY: YACHT CLUBS
Make recycling integral to being on a boat

47. MESSAGING: LOCAL INITIATIVES
Make recycling associated with
consciousness, respecting nature
and being cool.

48. LONG-TERM CONSIDERATIONS
DATABASE
Create a database which includes demographic data where possible. Use this information to appropriately target
and create an outreach/ambassador program.
NEWSLETTER
Consider creating an e-newsletter as part of CRM program.
SOCIAL TOUCHPOINTS
Create a long term Facebook strategy, consider advertising and giveaways
INFLUENCER & PR STRATEGY
Find leading relevant online communities and publications to represent and leverage. Using digital press release
reach out offering compelling content (potentially promotion).
CONTENT
Create engaging content which demonstrates the product and adds value to loyal customers. Shareable (“make me
look good”), Educational (“teach me something new”), Adventurous (“show me something new”) and Delight
(“surprise me”).
TESTIMONIALS
Create a library of successful case studies and quotes from community members and inspiring celebrities to
demonstrate importance of cause.

49. APPENDIX

50. MAN ON A MISSION: ABOUT MARTIN
Antigua has been Home since 1969, in challenges that are faced by the eco Initiated at the Antigua Classic
that time Martin has seen many system, due directly to mankind's Regatta, we collected from all
changes, not just in this piece of influence. After attending IWC competing vessels and a few other,
Paradise, but also around the world via meeting as a correspondent and the in taking some 2.5 tons, to the recycling
travels in America and Europe and depth study of the issue and issues plant and away from the landfill.
vicariously around the world via the within, concluded that "we have a Conducted as an casual experiment, it
internet. problem Huston". was successful and appreciated by the
participants of the events.
Growing up in a sheltered mangrove From Oceanis litter, to Ship Collisions
creek that was then remote, it is now and Stinky Whales, blubber and fish Encouraged by this we resumed service
one of the sought after residential have become contaminated with and have collected some 6tons and
areas, with an industrial park to industries chemicals, making it poison counting, with the experience of two
windward! Early years organizing a for indigenous Inuits and the like to Seasons, Two Classic regattas and Two
sponsored row down the Thames, breast feed their children, not alone, Sailing weeks, we are ready.
while attending school and having a the Indigenous people and Wildlife are
fortunate education. having it very rough, due to the Seeking solutions within the circular
demands of humanities "Industry". economy, growing organically the years
Working in a mix of jobs in the of this experiment need to move now
hospitality industry, from the Captured by the subject of waste and on a firmer footing with full participant
Dorchester Hotel to Classic Charter particularly plastic pollution, the associates and collaborators.
yachts and film production. realization that while Antigua had the
capacity to recycle this was a NGO
Having always been concerned by effort lead by the Rotary Sundown,
environmental issues, which was Antigua. The seeming main weakness
expressed via close examination of the awareness, transport and collection and
Whaling issue and the dynamics at lack of meaningful Government
play, an iconic example of many of the support.