Problem: Although many people recognize the name Rotary International, our research has shown us that many prospective members and supporters don’t understand who Rotary is or what it does.

Solution: A public image campaign was created to bring the Rotary story to life. Designed to tell Rotary’s story in a consistent and compelling way, People of Action utilizes real Rotary members as talent to portray them as community and civic leaders who share a passion for taking action to improve the world around them.

By photographing Rotary members engaged in service projects, they are showcased as leaders working in their communities to inspire growth and change. The People of Action message provides a simple, consistent answer to the question, “What is Rotary?”

Editorial and commercial portrait art direction.

Photographers:
Erica Seryhm Lee
Kosuke Arakawa
Lucy Lu
Paul Swanson
Mike Kane
Louis Trerise
Seong-Joon Cho
Siddharth Behl
Maíra Erlich
Esther Ruth Mbabazi

Photos were taken on assignment for a variety of daily newspapers in West Virginia.

A selection of photos from nearly a decade of living on the west coast.

Gifs and social graphics for Rotary International social channels, 2021.

Art Direction: Leann Arthur
Designer: Alexa Jones