Swinging into action

Rotary International
Messaging, speechwriting, advertorials

Action shot: young black people in blue shirts and colorful pants dancing.

The Challenge

Rotary International has members in 159 countries and is a leader in the eradication of polio. But Rotary faces some formidable demographic trends, and social media had significantly changed the way people connect with volunteerism. Rotary believed a new strategic plan, informed by global research, charted a new way forward—and they believed that marketing could play an essential role in turning the plan into a reality. We’re proud to be Rotary’s partner in this groundbreaking effort.

The Impact

We rebranded the strategic plan as The Action Plan, and our communications work is driving a high level of awareness: 75 percent of Rotarians know about The Action Plan, 49 percent have heard about it at a Rotary event, and 40 percent have read about it online or in print.

Project components

  • Plan name
  • Messaging
  • Speechwriting
  • Video scripting
  • Persona development
  • Advertorials
  • User journeys
  • Marketing and implementation plan
People of action are effective problem-solvers.
People of action activate and inspire each other.
People of action strive to understand the needs of others.
People of action are inventive, entrepreneurial, and resilient.

More than a century ago, we pioneered a new model of service leadership grounded in person-to-person connections. Today, those connections are a network that spans the globe—bridging cultural, linguistic, generational, and geographic barriers—and shares the vision of a better world.

And as People of Action, we understand that fulfilling that vision requires a plan.

Crowd wearing yellow shirts and blue hats with Rotary Sweden logo.
Graphic: linked bubbles with globe
Graphic: linked bubbles with road and sun
Graphic: linked bubbles with raised hands
graphic: linked bubbles with speech bubbles
Magazine ad. Go the distance together.
We're building the future of Rotary.
Brochure covers with line art. We have a plan for a better, stronger future.
Two young women, one white one black, wearing hard hats and smiling toward the camera.

For real change to happen in our communities, like-minded people have to roll up their sleeves and get to work.