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Your Compliance Represents Us
Ministry of Municipalities and Housing
We launched the “Your Compliance Represents Us” campaign with a unified awareness-driven vision aimed at promoting adherence to the Building Compliance Certificate. This certificate serves as one of the Ministry of Municipal, Rural Affairs, and Housing’s key tools to improve the urban landscape and address visual distortions across various regions of the Kingdom.
We aimed to communicate a message that was clear, accessible, and inclusive—bringing the ideas of compliance and urban responsibility closer to the public in a relatable way. The campaign worked to reshape perceptions of the certificate, presenting it as a symbol of collective responsibility between individuals and the broader community. To achieve this, we implemented an integrated communication strategy that leveraged digital media, on-site advertising, and direct awareness messaging to effectively reach various population groups and property owners.
Core Message:
Compliance is not just about following regulations—it reflects a commitment to urban discipline and community participation. Every compliant building is a step toward a more beautiful, organized, and respectful city for both residents and passersby.
The Challenge
The main challenge in this campaign was introducing a technical and relatively new concept—such as the Building Compliance Certificate—to a diverse, non-specialist audience and convincing them of its practical and societal value. We needed to simplify the technical aspects without compromising the credibility of the message, while focusing on the tangible outcomes that directly impact residents’ quality of life and the overall appearance of cities.
Another key challenge was encouraging a new behavior—issuing the certificate and adhering to the regulations—without relying on warning-based language. Instead, we used positive, inspiring messages that emphasized civic pride and shared responsibility, expressed through the campaign’s tagline, “Your Compliance Represents Us.” This message served as a call for individual initiative as a cornerstone in building a more civilized and organized society.
The Outcome
The “Your Compliance Represents Us” campaign generated significant impact both online and on the ground. It garnered over 16.9 million views across digital platforms and reached more than 18 million people, underscoring the campaign’s strong visibility and the effectiveness of its visual messaging in delivering its objectives to the target audience.
The campaign also contributed significantly to driving community engagement, recording over 244,000 direct interactions on social media and more than 124,000 visits to the Building Compliance Certificate webpage. Media coverage was diverse, ranging from newspapers and television reports to radio interviews, all supported by the participation of partner government entities. This collaboration amplified the campaign’s message and increased public awareness of municipal regulations and the importance of obtaining the compliance certificate.
These figures reflect a tangible impact of an awareness campaign that successfully brought about real change in public consciousness and community behavior toward urban compliance.
