About Us: We Serve" became the official motto of the association at the International Convention in New York City in 1954. However, since its inception in 1917, Lions Clubs International has been dedicated to helping those less fortunate in their communities and around the world. Cutting across all national, racial and cultural boundaries, activities have included: Sight conservation and work with the visually impaired. Hearing conservation and work with the hearing impaired. Citizenship, educational, health, and social services. Youth programs including drug education and prevention, community outreach, and volunteer programs. Diabetes detection and research. Work for international cooperation and understanding, including international youth camps, youth exchange programs, and the Lions International Peace Poster Contest.