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.
Line art. Connected bubbles around a planet.
Line art. Connected bubbles around a a nature icon.
Line art. Connected bubbles around raised hands.
Line art. Connected bubbles around 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.