The People of Action campaign helps you bring your Rotary story to life by showing Rotary members as the #PeopleOfAction we are. We share a unique passion for taking action to improve their communities and the world to create lasting change. Telling your "People of Action" stories in a meaningful, coordinated way builds the public’s understanding of who you are and what you do. It highlights the impact we make in our communities and around the world. Learn how to tell your People of Action story and help answer the question, “What is Rotary?”

When someone asks you about Rotary, how do you respond?

Our People of Action public image campaign aims to help you answer that question quickly and effectively.

People of Action highlights how Rotarians share a unique perspective and passion for taking action, seeing hope in the face of challenges. Where others see problems, our members find solutions and mobilize their communities to bring ideas to life.

Through this campaign, every Rotary club — large and small, new and old — will be able to easily and effectively tell its story and describe its impact on the community. Clubs can craft their own People of Action stories through campaign materials such as ads and digital images. As more clubs share their stories, we’ll highlight the collective impact of Rotary around the world.


Why are we doing this?

Thanks to the efforts of Rotarians around the world and to our initiative to strengthen our global brand, the percentage of people who report in surveys that they are aware of Rotary has increased from 60 percent in 2012 to 75 percent in 2015.

But we still have work to do. Our recent global research tells us that while people are more aware of who we are, the public still doesn’t clearly understand what we do. In fact, worldwide, 35 percent of survey respondents admit they are not certain what Rotary does and what our main goals are.


How does the campaign work with the existing Rotary brand positioning of “Join Leaders,” “Share Ideas,” and “Take Action”?

The People of Action campaign brings the Rotary brand to life by highlighting what happens when community leaders within Rotary join together, share their vision, exchange ideas about solutions, and then take action to make it a reality. 


Who are we trying to reach?

This campaign is for people who do not know about Rotary or why it’s relevant to them. We hope the campaign will appeal to potential members who want to make a difference in their communities, those interested in Rotary’s causes, and people looking to establish relationships with others in their communities. This campaign also motivates, engages, and inspires current and prospective members, as well as donors, partners, and supporters.



What can you do?

As a Rotary leader, you are a Rotary brand ambassador. We are counting on you to help us deliver our story with energy and credibility, and tell your stories of being people of action in your community, on your personal and on your club's social media accounts.


Log in to myrotary and go to and download the People of Action campaign ads and materials. At, you’ll find videos, social media graphics, and advertisements for print and digital. Campaign guidelines are also provided to help districts and clubs localize the assets.



Once you have selected the People of Action campaign ad you would like to use, or have completed the worksheets to create your own, you are ready to share it with the public. To begin, organize a group of Rotarians with marketing experience to tailor the materials to your community, or work with a local graphic designer or agency. Just as important: develop a plan to place your ads online and in traditional media such as newspapers, magazines, and billboards. Be sure to use your Rotary connections while planning and placing your ads. If you or another club member knows someone in the media or advertising industry, ask that person to help you secure no-cost placements of the ads. The best ad placements vary for each country, and for each community within that country.