Rotary International’s End Polio Now campaign exemplifies the role of strategic communication in raising awareness to spur action to solve global humanitarian challenges. By integrating communication across print, social and digital media as well as global and public facing events, Rotary was able to reach an influential and diverse global audience with the End Polio Now message.

1. Global media relations efforts resulted in record high coverage of Rotary International and polio eradication in leading publications.

2. A new website integrating Rotary International’s key messages was created to educate and inspire the public in the fight to end polio.

3. Social media engagement was incorporated to enhance the “drumbeat” of polio eradication. Rotary’s End Polio Now, Rotary International and Rotary International language (7) Twitter and Facebook accounts coordinated activities to deliver integrated messages to a global audience.

4. The End Polio Now message was projected onto iconic landmarks and sites around the world to raise global awareness for polio eradication. End Polio Now illuminations took place in: Brazil, Puerto Rico, Spain, UK, Pakistan, Taiwan, Japan, USA, Australia, Canada and Italy.

5.Global leadership events at the World Health Assembly and the United Nations General Assembly called on world leaders to ensure financial commitments and political support for polio eradication.

The End Polio Now campaign has resulted in an increase of global awareness for polio eradication, the commitment of global leaders, India being removed from the World Health Organization’s polio-endemic list and the reduction of polio cases to an all-time low.

Rotary International contacted leading publications surrounding key dates to educate journalists on Rotary’s involvement in polio eradication.

Placements included: a cover story on TIME Magazine, Wall Street Journal, New York Times, NPR, The Hindu, The Guardian, El Pais, The Economist, , El Clarin, Los Angeles Times, The Times of India, BBC, The Globe and Mail, Discover Magazine, Washington Post and The Atlantic

A new polio eradication website was created — endpolionow.org — where people can rally together to finish the fight against polio.

Rotary launched the World’s Biggest Commercial, an interactive campaign inviting everyone to join Rotary’s 'This Close' campaign to raise awareness for polio eradication.

Twitter chats took place surrounding World Polio Day and the United Nations General Assembly.

During the United Nations General Assembly a polio eradication side event featured Rotary International, The Bill & Melinda Gates Foundation and governments.

• India, one of the last polio-endemic countries, eliminated the disease.

• India’s milestone achievement of eliminating polio garnered more than 100 media placements representing nearly 250 million online visitors and over 10 million readers.

• Rotary exceeded a $200 million challenge grant issued by the Bill & Melinda Gates Foundation resulting in a bonus of $50 million for polio eradication.

• The EndPolioNow.org website received more than 300,000 visits from launch in September until April 15, 2013.

• More than 15,000 supporters from 145 countries have added their photo to the World’s Biggest Commercial.

• World Polio Day media outreach resulted in 155 articles generating over 14,500,000 impressions.

• At the World Health Assembly, the World Health Organization declared the eradication of polio a global health emergency.

• World leaders gathered during the United Nations General Assembly to affirm their government’s commitment to polio eradication and renew financial commitments.