Strengthening Rotary’s public image by highlighting its humanitarian achievements.

Rotary is a membership service organization that brings together people of action from all continents and cultures who deliver real, long-term solutions to the world’s most persistence problems. Yet surprisingly few people know about its humanitarian work. Rotary sought to leverage its international convention, taking place in Singapore in 2024, to elevate its global name recognition. APCO partnered with Rotary to provide public relations and marketing support for the event in an effort to raise awareness and understanding among local audiences of Rotary’s contributions. Our goals were to attract prospective members, instill pride among current members and encourage those members to donate their time and money to projects. ​

APCO developed and executed an integrated strategy to generate excitement in the lead-up to the convention. Leveraging both earned and paid media engagements, we told personal and compelling stories about the diversity of Rotary’s membership and efforts by Singapore clubs to transform communities and improve lives both locally and regionally. Our efforts resulted in coverage in a range of languages and media outlets – including news, business, lifestyle, luxury and travel – enabling Rotary to connect with a wide cross-section of the Singapore population. ​