As part of that effort, we established an internal definition of our brand, confirming Rotary as the organization that joins leaders from all continents, cultures, and occupations, who exchange ideas on solving some of the world’s toughest problems, and then take action to bring lasting change to communities around the world. The next step in the brand strengthening initiative, we’re introducing our latest global public image campaign: People of Action. This campaign brings the Rotary story to life in a way that narrows the gap between public awareness and understanding.
The People of Action campaign communicates the essence of Rotary and reflects our values, such as: 1. We build lifelong relationships. 2. We honor our commitments. 3. We connect diverse perspectives. 4. We apply our leadership and expertise to solve social issues.
It tells our story in our own voice, which is:
- Smart — we are insightful and discerning.
- Compassionate — we tackle community challenges with empathy and understanding.
- Persevering — we find lasting solutions to systemic problems.
- Inspiring — we encourage others to take action, conveying hope, enthusiasm, and passion.
As a Rotarian, you’re also a brand ambassador. You can tell the story of Rotary and how we are people of action in communities worldwide. To spread this narrative in a clear, consistent, and compelling way, we developed People of Action campaign materials in the Brand Center: print, digital, and outdoor advertisements, as well as videos and other marketing resources. We want to ensure that all Rotarians can support our effort to enhance awareness and understanding of Rotary.
Our story hasn’t changed. But how we share it with the world is vital to our future. Through a unified Rotary image and a clear, compelling voice, we are enhancing our legacy as one of the most respected organizations in the world.
The People of Action public image campaign helps you bring the Rotary story to life by showing Rotarians as the people of action we are. Telling our People of Action stories in a meaningful, coordinated way builds the public’s understanding of who we are and what we do. It highlights the impact we make in our communities and around the world. Here are five steps to creating your own People of Action story:
USE THE FOLLOWING QUESTIONS TO DEVELOP YOUR OWN PEOPLE OF ACTION STORY
1 WHAT WERE YOU OR YOUR CLUB TRYING TO ACCOMPLISH?
What was the problem or challenge in your community that your club wanted to help solve? Describe how your club members identified the problem. Did you have national or global statistics that showed the importance of addressing this issue?
2 WHO IS YOUR STORY’S AUDIENCE?
Beyond Rotary members, who were you trying to reach? What did they know about Rotary? What did they think and feel about us? What do we want them to think and feel?
3 HOW DID YOU OR YOUR CLUB TAKE ACTION?
Describe how you gathered resources and used the expertise of Rotarians or community members to tackle the challenge. What obstacles did your club face as you worked on the project? What action phrase best represents the action you took? (Together, We Connect? We Transform? Inspire? End Polio?)
4 WHAT WAS YOUR IMPACT, AND WHAT EVIDENCE SUPPORTS THIS?
What were the outcomes of your project? How many people did the project affect? What are some relevant statistics? (Be careful not to use too many numbers.) What changes did the project produce? How did the project touch the lives of people in your community?
5 WHAT DO YOU WANT YOUR AUDIENCE TO DO NOW?
The key to any good ad is your call to action. Do you want your audience to learn more, support your cause, or perhaps join you at an event?
Once you’ve created your People of Action story, use it to promote Rotary in your community and be sure to email firstname.lastname@example.org to have your items included in the District newsletter and web site!.
The People of Action campaign is all about showing and telling the public who Rotary really is – a group of people that unites for good and actually roll up their sleeves and do meaningful projects that help their communities.
To utilize Rotary International’s Brand Center you must sign into your My Rotary Account. Don’t have one, then get one today.
Rotary Story guidelines 547Aen Ad’s for all media use, guidelines, samples and more can be found in the brand center at the Rotary.org website.
Make your own people of Action ads go to the brand center Rotary Brand Center – Rotary International
Getting Started/Why Is This So Important?
Rotary is the world’s premier international humanitarian service organization and should be promoted as such. When people are aware of the outstanding humanitarian accomplishments of Rotary clubs and districts, they respect the organization for its contributions to the community, and become more interested in becoming a part of it.
Every Rotary club should develop and execute a successful public relations plan to make their community aware of their club and the organization. Clubs are encourage to provide a positive public image for itself in the community and for Rotary in the world.
Gather your thoughts, organize them, and then speak from the Heart. When you speak from the heart about great things that you have done in Rotary, about projects you have done, you inspire others to want to get involved.
Don’t keep these great experiences a secret, help spread the word and tell your Rotary Story!