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ROTARY

Rotary International is the world’s first service club organization, with more than 1.2 million members spread across 33,000 clubs worldwide. After successfully collaborating on the “Kick Polio Out of Africa” project, a global campaign to educate the public about the dangers of polio, Rotary turned to IDM to create an interactive application that would further increase awareness of polio eradication.

Challenge

Extend the success of the previous campaign into the development of a new microsite organized around the phrase “This Close”, indicating that Rotary International is 99% towards their goal of eradicating polio. The microsite needed to inspire visitors to both pledge support and share the link, while emphasizing the effectiveness of Rotary International’s anti-polio efforts.

Solution

Rather than simply building a site asking for names or donations, IDM created a microsite that effectively turned visitors into brand ambassadors with the click of a button. We did this by inspiring individuals to “lend their faces” to the cause by uploading photos that would then be worked into the “This Close” campaign.

To encourage visitors to the microsite to participate, a group of world leaders, humanitarians and celebrities were chosen to display solidarity with Rotary International’s goal by posing with their thumb and forefinger held slightly apart around copy reading “This Close”. These celebrity photos were displayed alongside a powerful call-to-action form.

A searchable image gallery was created within the site, allowing visitors to browse entries by locations around the globe. Direct links to the user-generated ads were provided to both empower and encourage individuals to share their image with friends and family, further increasing Rotary International’s reach and recognition.

Results

Nearly 10,000 people pledged their support by uploading their name and photo to the Rotary International site.

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