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Curriculum Vitae

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Hugh Robert Tyrrell

Personal Details

NAME Hugh Tyrrell WORK ADDRESS 71 Putney Road, Kenilworth, Cape Town EMAIL ADDRESS hugh@greenedge.co.za CELL NUMBER 083 253 4100 WEBSITE www.greenedge.co.za NATIONALITY South African MARITAL STATUS Married, two children.

Education SECONDARY INSTITUTIONS Durban High School TERTIARY INSTITUTIONS University of KwaZulu-Natal, Durban. DEGREE Bachelor of Arts (Sociology & English)

Career Overview Hugh brings a valuable combination of many years in communications and marketing in the public and private sectors, with deep understanding and practical experience in the green economy. He creates and implements communication and media campaigns for companies, government departments and non-profits, and has launched environmental publications, and convened environmental journalism conferences. He is a leading specialist in designing and managing behaviour change communications campaigns to increase recycling in municipal and corporate separation-at-source programs. Hugh is married with two children and enjoys making compost, growing vegetables, hiking and estuary fishing.

Key Skills

Designing and implementing communications and marketing programmes to promote environmental awareness and behaviour change, especially for recycling and responsible waste management in municipalities and companies.

Developing strategies and managing production of communications, marketing and media campaigns to increase sustainability value and ROI for companies, brands, products and services.

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Selected Work Experience Aug – Nov 2017 – Saldanha Bay Municipality – Water Saving Awareness Campaign Design and production of water saving awareness campaign including street and window posters, leaflets, bumper and point-of-action stickers, signage and mascot performances. Mar 2015 – Ongoing: Mergence Investment Managers Advisory management of company sustainability journey from recycling to carbon neutrality. March-May 2017: Averda/City of Cape Town Design and management of marketing, media and behaviour change campaign to raise participation in recycling in multi-tenant apartment blocks and businesses on the Atlantic Seaboard for Averda, contractors to City of Cape Town. April 2016 – Ongoing: Saldanha Bay Municipality/ Wastegro Design and management of marketing, media and behaviour change campaign to raise participation in municipal at-source recycling programmes for Saldanha Bay Municipality. July 2015 – Sept 15 DEA/EPWP/Tedcor ‘Youth Jobs in Waste’ Programme Created communications and managed media, marketing and public relations liaison for YJIW programme working with Matzikama, Ceres and Overstrand municipalities. Dec 14 – Mar 15 Local Authority Waste Communication Programme Developed a communication and media strategy for waste awareness and education programme for Rustenburg Local Municipality (sub-contractor to MottMacdonald PDNA consulting engineers). March 14 - Nov 14 Municipal At-Source Recycling Research Initiated and managed research into best-practice at-source recycling amongst ten Western Cape municipalities; presented as conference paper including video at Wastecon 2014. Funding partner: PlasticsSA Feb 14 – Nov 14 Schools Recycling Programme Facilitation Designed and facilitated recycling programme for Mitchells Plain Primary on behalf of Metropolitan Life CSI. June 12 – Aug 14 Public Education for Municipal Waste Awareness and Recycling Designed, launched and implemented municipal at-source recycling programmes and general waste awareness and public education media for Drakenstein municipality. Jan 13 – Dec 13 Green Marketing and Advertising Account direction of media, advertising and marketing strategy for Green Building Council of South Africa. March 11 – Nov 13 Campus Greening Facilitation and Recycling Education Advised internal greening process for University of Western Cape and produced communications and media to increase student recycling. UWC won the Africa Green Campus Award in 2012. June10 – June 13 ‘WasteWise’ Public Education and Awareness Campaign Strategy, design and project management of public education, marketing, media and communications campaigns for WasteWise programme (City of Cape Town, Solid Waste Department)

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May 10 – Oct 13 ‘Greening your Business’ E-Learning Course Initiated and authored an online and CD-based self-directed learning course for business published by Business Day; sponsored by Nedbank. June 11 – Sept 11 ‘Growing Green Industry in the Western Cape’ documentary Scripted, funded and produced a 10 min promotional documentary for Green Cape (provincial sector development agency) for COP17 and general marketing use. Jan 09 – June 10 Public Education and Behaviour Change Communications Strategy, design and implementation of public education and communications campaign to promote householders’ participation in municipal kerbside recycling programme (for Waste Control - contractors to City of Cape Town). June 08 – July 08 Climate Change Science Journalism Training Design and direction of environmental journalism training course on climate change science as part of conference funded by Fynbos Foundation. Dec 07 – Feb 08 Publication research, editing and production Concept, initiation and production of first edition of ‘Recycled Products Catalogue’ for Western Cape provincial government’s ‘Stimulating the Recycling Economy’ programme. June 07 – Mar 08 Separation-At-Source Recycling Education and Marketing Strategy, design and management of communication campaigns promoting householders’ participation in municipal separation-at-source programs with Wasteman & WastePlan - contractors to City of Cape Town. June 04 – Nov 06 Environmental Journalism Conference Direction Director and convenor of international environmental journalism conferences: EnviroMedia 2004 and EnviroMedia 2006. Feb 03 – July 06 ‘WasteWise’ Public Education and Communications Programme Direction and project management of public education campaign to promote waste minimisation, recycling and litter reduction in City of Cape Town ‘Waste Wise’ campaigns. July 03 – Oct 03 Environmental Journalism Conference Programme Management Programme design and management of first Southern Africa Environmental Journalism Conference, sponsored by City of Cape Town and Heinrich Boell Foundation. June 02 – Mar 03 Publication editing and communications co-ordination Editing of handbooks for University of Cape Town Environmental Evaluation Unit on sustainability for public and parliamentarians. Dec 01 – June 02 Business and Industry Communications and Marketing Strategy, writing and production of communications campaign promoting waste minimisation clubs in business and industry for City of Cape Town. Sept 99 - Mar 01 Corporate environmental reporting Writing and production of environmental reports for GlaxoSmithKline pharmaceutical company. (winner of KPMG national reporting awards) Aug 98 – May 02 Corporate sustainability communications Strategy, content production and environmental sustainability communications, training and change process management for Woolworths head office.

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Apr 95 – June 98 Integrated conservation and development programme management Manager of programme in Port St Johns, Wild Coast funded by WWF-SA and Green Trust Mar 92 – July 94 Trade journal publishing and editing: ReSource Founding editor and publisher of ReSource, South Africa’s national trade journal for the recycling and waste management industry. Feb 90 – Sept 90 Founding editor: EarthYear, first general interest SA national magazine making broad environmental issues accessible to wide popular audience. Advertising Agency Employment Apr 91 – June 92 Young & Rubicam (Cape) Creative group head and senior copywriter May 90 – Mar 91 Ogilvy & Mather Direct (Cape) Creative group head and senior copywriter Apr 81 - July 87 J Walter Thompson (Cape) Senior copywriter Oct 79 - Jan 81 McCann-Erikson (Jhb) Senior copywriter Mar 76 – July 78 DeVilliers & Schonfeldt (Cape) Junior copywriter Awards • Clio (New York); Loerie (SA) - advertising creativity

DTP Association of South Africa - publication design Publications and Papers:

‘Closing the Loop’ – article in Earthworx (GBCSA magazine) - October 2017

‘Case Study: Saldanha Bay Municipal Household Recycling’– ReSource, July/Aug, 2017

‘Talkin’ bout a waste revolution’ – article in ReSource, Nov 2014

‘Best-practice at-source recycling amongst ten Western Cape municipalities’ (Research paper presented at Wastecon 2014, sponsored by PlasticsSA. Also published as an article in ReSource Nov, 2014)

‘Raising participation in recycling programmes using social marketing’ (Paper delivered at WasteCon 2010 )

‘Recycling made easy in Cape Town, South Africa.’ – case study in Social Marketing ( Nancy Lee and Philip Kotler, 4th edition: Sage Publications, California, USA.)

‘Sustainability as competitive advantage’ – MindShift magazine, (Aug 2007) Memberships:

Institute of Waste Management (SA)

Committee member: Waste Minimisation & Recycling Interest Group, IWMSA

Associate member: PETCO

Founder and Vice-Chair: TreeKeepers Cape Town (NPO)

References:

David Wright, Manager: Waste Services, Saldanha Bay Municipality E: David.Wright@sbm.gov.za T: 022-701-6988

James Beasley, Operations Manager, Averda (Cape Town). E: james.beasley@averda.com T: (021) 908-9000.

Peter Willis , Former Director: Cambridge University Programme for Sustainability Leadership (South Africa). M: 082 3782384 E: peter@peterwillis.co.za --------------------------------------------------------------------------------------