Problem: Although many people recognize the Rotary name, 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 campaign highlights the dual impact that membership has on Rotary members and that Rotary members have on their communities and raises awareness and understanding of Rotary. The People of Action message provides a simple, consistent answer to the question, “What is Rotary?”