This is an article written by Madelon Schaap, Regional Rotary Foundation Coordinator (Netherlands), forwarded by Assistant Regional Rotary Foundation Coordinator Past District Governor of District 3450 Eric Chak

To celebrate 100 years of Rotary in the Netherlands in 2023, six of my fellow governors and I chose a simple, very Dutch idea: use an electric cargo bike for a relay-style tour of clubs while highlighting Rotary’s areas of focus.

Some of our 500 clubs were skeptical at first, finding the idea too quirky. We overcame initial resistance by emphasizing the value of Dutch cycling culture. The enthusiasm of the district governors also helped shift perceptions.

The tour started at Amsterdam’s Olympic Stadium, where district leaders and about a thousand supporters joined Trustee Chair Holger Knaack (shown in the photo), who rode the bike to begin the relay.

From there, momentum did the persuading. Pelotons formed in wind and rain, clubs teamed up for service days, local partners joined in, and communities heard Rotary’s message at every stop. We ended the yearlong, about 5,000 km (3,100-mile) journey by planting trees, giving lasting visibility to our environment area of focus.

What we learned about overcoming resistance to new ideas:

Keep the idea simple and anchored in the local culture.

Start with committed leaders and celebrate early adopters.

Offer a general public relations toolkit and let clubs personalize it.

Keep it joyful

The greatest outcome? A nationwide sense of connection and pride.