A clear direction and communication that leads the municipal ecosystem

In an ecosystem as extensive as the municipal sector, a clear message alone is not enough. It must become an experience citizens can feel—and a set of tools that improves quality of life and enables better decision-making.

The Ministry of Municipalities and Housing advances cities and residential environments across the Kingdom through high-quality services and infrastructure that raise living standards and enhance quality of life, in line with the ambitions of Saudi Vision 2030.

Our partnership with the Ministry of Municipalities and Housing extended its national role in empowering the municipal community and delivering advanced digital services that improve sector efficiency, raise satisfaction, and make interactions between citizens and service providers easier. For a project with such vital nationwide impact, the Ministry needed more than a communications channel; it needed a partner capable of managing an entire communications ecosystem.

Hawyia developed an integrated communications and marketing methodology aligned with the objectives of the Balady Platform, underpinned by a strategic perspective designed to support growth and enhance the user experience—bringing the direction of the Ministry of Municipalities and Housing and Saudi Vision 2030 to life.

Scope of Work

• • Built a comprehensive marketing and communications strategy for the platform, defining its core directions, crafting messages that strengthen positioning, and connecting digital services with clear audience value. The strategy was grounded in a deep understanding of beneficiary needs, analysis of leading local and international practices, and a communications vision commensurate with the sector’s scale and impact.
• • Established a monitoring and measurement methodology based on rigorous analysis and close follow-up. We delivered regular monitoring and social listening reports that comprehensively assessed conversations and posts about the platform, measured audience sentiment, and generated insights to improve services and communications decisions.
• • Developed marketing campaigns and creative content in support of the platform’s vision, including service-awareness campaigns, an evolving stream of digital content, and precise, audience-centered messaging. This helped increase awareness, deepen engagement, and strengthen trust in municipal services.
• • Delivered a broad operational partnership spanning the needs of the Ministry of Municipalities and Housing. The relationship grew into a long-term reliance on Hawyia’s expertise and its team’s ability to integrate with government workflows and meet daily operational requirements, including a dedicated professional team serving as an extension of the Ministry’s own staff to ensure seamless, consistent project management.
• • Managed the platform’s digital channels in line with government-sector best practices. Services covered editorial planning, publishing, community management, and promotional campaign management, through a professional methodology that sustained a steady, balanced presence reflecting the Ministry’s standing.
• Through this communications achievement, Hawyia helped establish Balady as an advanced national platform that raises awareness of municipal services and supports the Ministry of Municipalities and Housing on its digital transformation journey.

Our Role

• Hawyia developed the idea behind the #Snap_And_Send campaign and defined its communications objectives: to encourage use of the in-app reporting service while highlighting the speed of response and ease of reporting. Our work included creating the campaign’s communications identity and hashtags, as well as producing visual assets and digital content to drive tangible results nationwide.

The Campaign Across Roads and Cities

• The #Snap_And_Send campaign extended into the public realm through roadside billboards across several cities, carrying clear, direct messages that encouraged people to help improve the urban landscape.
• The visual materials were simple in concept yet powerful in meaning, capturing the essence of the campaign: take a photo ... send it, and make an impact.
• The #Snap_And_Send campaign also drew notable engagement from influential accounts and prominent figures across digital platforms, broadening its reach and activating its messages nationwide. This momentum introduced the initiative to new audience segments and cemented its digital presence in the public consciousness.

Our Role

• For this campaign, Hawyia created awareness content rooted in a clear understanding of beneficiary needs. It explained the required procedures and steps, while proactively answering likely questions. The result was a stronger understanding of the new requirements, an easier permit-issuance journey, and higher satisfaction through a clear, frictionless experience.

The Campaign Across Roads and Cities

• The Building Permits campaign reached roads and cityscapes through outdoor billboards designed to simplify awareness messages and place them in an everyday context close to the public.
• With clear, direct messaging, the campaign made information part of the cities’ daily rhythm, strengthening understanding of the updated procedures and making essential information easier to access.