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EOL 2022
Inspiring Civic Pride with the Ease of Living Index Survey
In a first-of-its-kind initiative, the Indian Ministry of Housing and Urban Affairs (MoHUA) launched the Ease of Living (EOL) Index to measure and rank the livability of 264 cities across India, focusing on governance, infrastructure, and sustainability. For this ambitious project, MoHUA wanted a massive response: 18 lakh citizens to voice their perceptions and share what makes their cities both livable and lovable.
To bring this vision to life, We partnered with MoHUA to design a campaign that would engage millions. Our goal was to transform a survey into a shared moment of civic pride—an opportunity for people to celebrate their cities while providing valuable feedback. The result? An inspiring nationwide response from 60 lakh citizens, redefining how we connect people with the cities they call home.
Crafting the Message
#YehMeraSheher My City, My pride.
At the heart of it, we asked ourselves: What unites people? What makes them passionate? After ground research, speaking with citizens across all walks of life, we learned a few powerful things:
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People love their cities.
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They defend them with pride.
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They are natural ambassadors for their urban homes.
Our message, #YehMeraSheher, celebrated the pride that citizens carry for their cities, making it not just a survey, but a movement centered on the love for one’s urban identity. The tagline, "My City, My Pride," became our rallying call, inviting citizens to share their stories, traditions, quirks, and memories—turning each participant into a storyteller.
Song Reach
25,000+
Interactive Social Media
We developed an engaging social media campaign, including an Instagram filter called ‘Guess The City’ and profile picture frames that were embraced by thousands. People loved sharing and guessing which city matched each iconic visual clue.
#EaseOfLiving2022
The Ease of Living (EOL) campaign achieved an extraordinary milestone, surpassing expectations by reaching nearly 20 times the initial target audience. Initially, the goal was to engage a sizable number of participants to share their perspectives on urban livability.
However, the campaign's powerful message resonated far and wide, resulting in 1,869,277 responses from citizens across India.
Campaign Reach
37,180,883
Mentions
16,148
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Concept for Ease of Living Initiative
The Ease of Living logo concept brings together the core pillars of Economic Ability, Quality of Life, and Sustainability into a single, cohesive design that represents balanced urban living.
Hook step challenge
The Hook Step Challenge took social media by storm, turning awareness into action through the universal language of dance. Centered around the catchy #YehMeraShehar anthem, this challenge invited citizens to express their love for their cities by recreating the iconic hook step and sharing it with the world.
#BUILDING A MOVEMENT
Rallying support for ease of living"
To rally support for the Ease of Living (EOL) initiative, we created eye-catching posters that highlighted what makes our cities truly livable and lovable. These posters weren’t just visuals—they were conversation starters, inviting people to see their cities through fresh eyes.
To take it further, the government’s official social media handles joined the movement by changing their profile pictures, creating a unified front in support of EOL. This wasn’t just a campaign; it was a community effort to reimagine our cities and spark a national conversation. Each profile change, each poster shared, brought us closer to a collective vision for a better, more livable India.
Creating a Platform for People’s Stories
The online gallery of user-generated content was more than a collection; it was a living narrative. Citizens from diverse backgrounds shared stories, expressed hopes, and celebrated what made their city special. This content did more than showcase civic pride—it created a reference for MoHUA to better understand and serve the people they represented.
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Making Data Matter in Urban Planning
The survey’s overwhelming success offered MoHUA a comprehensive dataset rich in citizen insights. This feedback, collected across 264 cities, provided invaluable input for future urban planning efforts. MoHUA could now pinpoint areas of strength and opportunity directly from those who experience city life every day, creating a foundation for informed, people-centered urban development.
The Ease of Living Index campaign went beyond data collection. With a design that resonated and a strategy that empowered, it became a movement celebrating the unique identities of Indian cities while addressing critical urban challenges. We helped MoHUA achieve more than high participation, facilitated a platform where citizens and policymakers connected, working together toward more livable cities.
This underscores the power of creativity, identity, and purpose in driving civic engagement, showing that when people are inspired, they are ready to be the voices of change in their cities.
#IMPACT
From Outreach to Impactful Participation
MoHUA initially aimed to receive 18 lakh responses, but our campaign far surpassed expectations, engaging 60 lakh participants nationwide. This response was a testament to the power of civic pride when ignited with thoughtful design and strategy. By tapping into the spirit of “my city, my pride,” we turned a standard survey into an inclusive, national conversation on urban livability.
Bringing #YehMeraSheher to Life
We transformed the campaign into an interactive, celebratory experience with a mix of digital and real-world engagement:
Citizens shared their love for their cities through photos, doodles, postcards, and stories. The result was an exhibition of urban pride showcased on merashehar.co.in, capturing beautiful, personal moments from people across India.
Website Engagement
The Ease of Living campaign set out with the goal of creating a platform that encouraged meaningful interaction and civic participation. Through strategic design and communication efforts, we transformed the website into a hub of engagement, sparking curiosity and active involvement.
Record-Breaking Visitors
The website witnessed an exponential increase in traffic, drawing users from cities across the country.
Engagement Beyond Expectations
The average time spent on the site skyrocketed, with users exploring surveys, sharing their stories, and engaging with interactive content.
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On-Ground Activation
To reach more people, we brought the campaign offline. Wall graffiti and billboards with QR codes across various cities directed citizens to the survey, transforming cityscapes into interactive canvases.
This multifaceted approach sparked a wave of participation that far exceeded expectations. The campaign reached 60 lakh Indians, more than three times the target, as people responded with enthusiasm and pride, joining in the movement to put their cities on the map.
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