Rotary's photography focuses on genuine connections within communities and compelling visual stories. Photos should capture unstaged, authentic moments of Rotarians working with each other or beneficiaries to inspire and educate others. Images need good lighting, a clear narrative, and subjects who are positively engaged. Technical requirements include vertical or horizontal orientation, clean backgrounds, a minimum of two subjects facing the camera, and space around the focal point for overlaying text.

1. PHOTOGRAPHY
OUR PHOTOGRAPHIC PHILOSOPHY
Our photography focuses on the connections we make in our communities. Our images
should tell a genuine visual story. Compelling images are a vital part of our organization
and one of the most important and universal ways to tell the world about our stories.
Use this section as a guide when taking pictures for your People of Action campaign
materials. Whether you take the pictures yourself or hire a photographer, this section will
help you take photos that are ideal for creating an effective, memorable image or ad.

2. June 2018 1Photography
OUR CAMPAIGN
The People of Action campaign is meant to inspire and
educate others about your dynamic passion for service in your
community.
Through our images, we want to feature authentic moments of
Rotarians working side by side with each other or with project
beneficiaries. Documentary-style photography generally meets
this expectation best. Portraits, handshaking, or group photos
do not meet our photographic goals. Staged snapshots of people
do not portray People of Action.
Our photography requires Rotarians in action, depicting them in
powerful images that capture the public’s attention and ignites
real emotion. This is what will make our campaign successful.
STYLE AND MOOD REQUIREMENTS
• The image represents genuine, unstaged moments of Rotarians
at work.
• It shows a clear visual narrative that represents the headline.
• Subjects’ faces and actions should be positive, happy, and
engaging.
• Work with warm and natural lighting. Often, natural light in
the early morning and late afternoon achieves the best results.
• If your club is made up of diverse ethnicities, gender, and ages,
highlight these qualities in the photos. You want people in
your community to see themselves in the photo — this will
help grab their attention.
• If the project has beneficiaries on-site, capture some images of
Rotarians interacting with the beneficiaries that represent the
work of the project.
A natural and engaging mood
Warm lighting and natural colors
Two or more people in the frame
An interesting point of view that draws you into the central focal point

3. June 2018 2
TECHNICAL REQUIREMENTS
While you may not meet all requirements, try to follow as many as you can. This will improve your
chances of capturing a powerful, effective image.
• Shoot vertical and horizontal images.
• Use or create well-lit spaces that show dimensional lighting versus flat lighting.
• Make the backgrounds clean — avoid background objects that appear to come out of people’s heads,
distracting objects, or patterns in between the subjects’ heads.
• Photos should have a minimum of two people. For example, at least two Rotarians working together
or a Rotarian with a beneficiary. Avoid having more than five people in the photo to maintain a clear
focal point.
• Do not take or use posed group photos. Think Rotarians in action.
• Give a large amount of space around the subject of the photo; this allows a designer to move the
central focus of the photo for best placement of the imagery with the headline and copy.
• Subjects should always face toward the camera, and never be turned so that their profiles are hidden.
• The ad headline and copy will cover the center of the page. Photos need to be taken with plenty of
negative space around the subject to accommodate this.
• Choose a shooting environment large enough to allow the photographer to physically move back for
the extra space required in the image.
• Do not shoot with a wide-angle lens, too close to the subject, or too far from below the subject;
this style distorts objects and makes people appear heavier.
• When possible, shoot with a longer lens and less depth of field to blur out backgrounds and put the
main focus on the subjects.
• Do not include too much white background in the main part of the frame. The text overlay is always
white — avoid items such as a white table with white papers on it and white clothing in the central
focal point.
Photography
TOGETHER, WE
Rotary believes education is a right. Our more than 1 million members across the globe unite
to educate and uplift students through scholarships and service. Inspiring the next generation —
that’s what people of action do. Learn more at Rotary.org.

4. June 2018 3Photography
PHOTOGRAPHY EXAMPLES
• Horizontal image
• Well-lit space
• Balanced color, not too much white
• Clean background
• Shows Rotarians in action
• Plenty of space for headline and copy
• Subjects face toward the camera
• Subjects are the main focal point
TOGETHER, WE
Rotary unites problem solvers around the globe behind one goal: to do more good.
Our members are driven to bring communities together to create lasting change. Connecting to
make things better — that’s what people of action do. Learn more at Rotary.org.
Digital banner
Facebook post
Print ad/poster
Original uncropped image — illustrates the space needed around the main subject
Give a large amount of space around the photo subject to allow a designer to move the
central focus for the best placement of the image to the headline and copy.
Final layouts — show what can be
created from an original image that
has plenty of space.