Not just an ad boss: remembering Astra Da Costa

It's been an emotional day for many industries in Trinidad & Tobago, and the region at large. Members of the arts, philanthropy, advertising and public relations communities – among many others – today bid farewell to a dynamic and emblematic figure who helped shape all of these industries over nearly 40 years of service.

She was not just a colleague and industry partner for us at MEP, but also a longtime friend of both our founding directors. Like so many of her friends, colleagues, and most especially her family, we will miss her dearly.

Still Astra leaves behind a tremendous legacy (and gigantic shoes to fill). We wanted to share messages sent out by some of the organisations who knew her best that pay tribute to that legacy:

From the IABC of T&T:

The Trinidad and Tobago Chapter of the International Association of Business Communicators (IABC T&T) today joins the Corporate Communications and Public Relations community in mourning the death of Ms. Astra Da Costa.

Astra, executive chairman of All Media and Editorial Projects Ltd, (Ample), was more than just an advertising executive. Over the last three decades she distinguished herself in her field by leading one of the most successful agencies in the Caribbean, responsible for some of the most memorable and successful media and communications campaigns in the region.

She served her industry as a former president of the Advertising Agencies Association of T&T and through her service in other professional bodies such as the Public Relations Association of T&T (PRATT) and the IABC. She mentored many senior professionals in advertising, communications and public relations.

Astra also never shied away from public service and through her work in Rotary and support for the Performing Arts, she spearheaded and was involved in several community and social development projects in Trinidad and Tobago, and across the Caribbean.

"I will always remember Astra as the consummate professional. She never appeared to be unprepared, even when a request was being thrust upon her at the last minute. She took pride in her work and was well regarded among her peers. The industry has lost a leader and a humanitarian," Nicole Duke-Westfield, President of the IABC (T&T) said.

The IABC (T&T) extends condolences to Astra's family, colleagues and friends.

From Rotary International's District 7030 (of which Da Costa had only recently been appointed Governor, the first female to hold the position):

The Rotarians of District 7030 sadly announce the sudden passing of District Governor Astra Da Costa.  Astra was a Rotarian of great courage and commitment, and a source of inspiration and motivation to all Rotarians, Interactors and Rotaractors in our District. She will be sorely missed.

From the Marionettes Chorale:

Astra Da Costa was a magnificent figure in Trinidad & Tobago's cultural, corporate and philanthropic landscape. She was also a long and dear friend to the Marionettes: a former member, and our publicist for many many years. Her passing last evening seems far too soon, with far too many projects still at hand for an always-busy always-dreaming Astra.

It was just for our July 2009 45th Anniversary Concert that we paid tribute to Astra in the programme, in a piece written by Guyanne Wilson:

Astra Da Costa speaks of the Marionettes as one would speak of a dear friend or loved one. This is no coincidence, since the 22 years of advertising work that she has done for the choir can only be described as a labour of love.

Astra’s relationship with the Marionettes began in 1969, when she joined the choir as an alto. She has many fond memories of performing under Jocelyn Pierre and June Williams-Thorne. She recalls the spirit of community and camaraderie within the choir, calling it "an NGO that looked after its own."

In the 1970s, the demands of her work called her away from the choir. It was only in 1987 that she returned, this time in a new role, organising the choir’s marketing and advertising.

Before Astra came along, the Marionettes were “singing along happily, getting whatever media coverage [they] could get, begging for advertising when necessary,” says choir secretary Joanne Mendes. Astra changed all that.

The first big move she and AMPLE made was to design a Marionettes logo. The hand-drawn design showed the choir’s name arranged as a choir performing. The logo has undergone many changes since then, but this too is thanks to Astra’s insistence that the choir’s image continuously change to fit the era. The choir to her is not a static object, but a growing organism. She consistently makes use of all available techniques in imaging and production for advertisements, tickets, flyers and programmes.

Astra and AMPLE were involved in the first recorded broadcasts of Marionettes performances, which she herself presented for several years. This project was important in spreading the choir’s music to a wider audience.

And it was when Da Costa came on board that the choir’s executive was able to meet with their sponsor at the time, Amoco (bpTT’s predecessor), and reinvent the marketing of the choir using her vast PR experience, while helping Amoco to better understand how it could benefit from supporting the choir.

Just how Astra managed to give so much of her time to the Marionettes remains something of a mystery. In addition to a heavy workload at AMPLE, she chairs the board of management at Queen’s Hall, is heavily involved with the Rotary Club, and is a part of the board of management for the soon-to-be-completed Centre for the Performing Arts.

Though Astra is no longer responsible for the Marionettes’ press and advertising, her performing arts navel string seems to be buried in the choir. She is as excited as ever as she watches the choir still reinventing itself as we move further into the 21st century.

At this anniversary performance, the choir extends its heartfelt thanks to Astra Da Costa for her tireless work on its behalf, and looks forward to a continuing relationship with her for many years to come.

The Trinidad Express also quoted two of Astra's closest working associates in an article from last Friday.

Describing Da Costa last night, [Alfred] Aguiton said: "Her contribution was in most respects unparalleled and covered a range of social and corporate responsibilities. She turned out to be a paragon of professionalism and I don't know anyone who could have been a better partner in the profession."

Sister Adonna [Da Costa Headley], Corporate Communications Manager at Ample, told the Express words could not describe what Da Costa meant to the family. "She has been my mentor, my teacher, my friend," Adonna said. "Our father referred to us as the first and last in the family and despite our age difference, we were close. I corrected her and I learned from her. It is impossible to describe what she has meant to all of us."

Our sincerest condolences go out to the Da Costa family, to all of Astra's closest friends and colleagues, and to the many who have been touched by her countless private acts of kindness, words of advice, and humanity.

There is a Native American quotation pinned against one of the filing cabinets of our director Joanne Mendes' office: "When you were born, you cried, and the world rejoiced. Live your life in such a manner that when you die, the world cries and you rejoice." This, we think, Astra most certainly did.