In 2011, Rotary launched an initiative to strengthen our image, expand public understanding of what we do, and engage and inspire current and prospective members, donors, and partners.
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.
Rotarians have been working hard to tell the story of our impact in their communities. Thanks to their efforts, our public awareness levels globally have grown from 60 percent in 2012 to 75 percent in 2015. But there’s still work to be done.
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.
Master Rotary’s public image campaign
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.
2019 District Assembly slides: publicimagesue slides Click here to download
To utilize Rotary International’s Brand Center you must sign into your My Rotary Account. Don’t have one, then get one today.
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 https://brandcenter.rotary.org/en-GB/Materials/Toolkits
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!