Additionally, this public relations plan will set about assisting the Lions Club International with achieving issues highlighted in its Strategic Plan though by strengthening its public relations communications and creating a greater awareness of the organisations achievements in the community. As Cutlip et al (200) recommend the plan has as its core aim to strategically position Lions Clubs International in high visibility outlets which will serve to increase the understanding and image of Lions Clubs International.
In 1917, an insurance agent from Chicago by the name of Melvin Jones, understanding the potential of a unified purpose, conceived of the notion of joining many small independent service organisations under one umbrella to provide "Service to Humanity" (LCI 2005, screen1). From its humble beginnings the Lions Club International (LCI) has grown to become the largest service club in the world with a membership of almost 1.4 million people in 197 countries united to provide "service without personal reward" ("Lions Fact" 2005, PDF 4). LCI is devoid of political or religious affiliation; this autonomy has allowed the organization to concentrate on developing programming true to its mission and vision without a distinction being drawn in regard to "race, creed, nationality, religion or politics."
Upon its initial expansion within the United States in 1919, a member from Denver Colorado suggested that the LCI not only represented "fraternity, good fellowship, strength of character and purpose", but in envisioning the use of the name LIONS as an acronym created what he saw as a more exact definition of citizenship: "Liberty, Intelligence, Our Nation's Safety" which was adopted as the club's slogan. The motto as stated above is "We serve." (LCI 2005, screen1).
Since it's beginnings in 1917 LCI has spread globally. Spreading from the United States to Canada in 1920, the club then expanded to China, Mexico and Cuba in 1926/7. The spread to Central and South America began in 1936. Australia saw its first Lions Club in 1947, and the following year clubs throughout Europe were established. In 1952 the first club in Japan was chartered, and by the 1960's LCI formed clubs in Africa. After 40 years LCI was truly a global organisation with membership on every continent.
LCI in Britain began in 1950. Queen Elizabeth had sent an emissary to Canada to thank the Canadian Lions for sending money to assist the children orphaned during the World War II blitz. The Windsor Ontario LCI hosted the first British Club which was chartered on March 1, 1950 in London. The charter President of this first club was Lord Leconfield. The clubs soon spread throughout Britain and the rest of the UK. Glasgow saw the