Hum Logby Civic Studios

Hum Log

A social media campaign on active citizenry & civic engagement, in partnership with the Rohini Nilekani Philanthropies.

As part of this cause marketing campaign, we spotlighted 14 civil society organisations doing the everyday work of active citizenship across India through short, snappy Instagram reels, bringing each story down to three things: the issue, the work, and the people driving it. The common thread across all the reels was to build awareness around active citizenship and show how individuals can contribute through small, everyday acts of change that strengthen India's democracy.

Every reel closes with the line Kyunki humse hi banega India behtar! ("Because together, we can make India better!"), along with a way for viewers to learn more about the organisation or get involved.

15 reels 14 organisations 3 creators 4.6Mn+ views
Civic Studios logo

Civic Studios

114K+ followers

We were able to reach an audience more engaged with cinema & pop culture, offering viewers a very unique perspective on on-ground social issues. The reels chosen for Civic Studios were also naturally a good fit for pop-culture integration.

KK Create

KK Create

1.6Mn+ followers

We leveraged KK's diverse audience for reels that were more geography-specific, which engaged the audience from those relevant areas, creating a rooted & local impact as well.

Nutshell logo

Nutshell

1.7Mn+ followers

The reels chosen for Nutshell carried overarching themes which enabled them to educate their younger audiences by sharing interesting & specific details that they would not be aware of.

The organisations we platformed

Fourteen civil society organisations working on issues ranging from clean water to constitutional rights.

CivisCitizen advocacy
SEARCHSociety for Education, Action and Research in Community HealthAddiction's toll on families; tribal mental health
Make A DifferenceEmpowering children through education
HaqdarshakVolunteering to drive positive change
PravahYouth activism
NagrikaClimate change in small cities
Anubhuti TrustSanitation for nomadic tribes
JhatkaaBengaluru's water crisis
Youth Ki AwaazWomen's safety on public transport
Citizen MattersThe power of citizen journalism
Synergy SansthanEducation that empowers youth
We, The People AbhiyanWhy the Constitution matters in our lives
Indus ActionThe RTE Act and Samaaj 3.5%
Reap BenefitThe water pollution crisis

The Campaign: All 15 reels

Click on a reel to watch it on Instagram.

Impact statistics

Combined figures across the three creators' pages.

4.6Mn+Views
2.7Mn+Reach
210K+Likes
40K+Shares
13.6K+Saves
1.9K+Comments
Audience demographics by creator
CreatorTop citiesTop age groupsGender
Civic StudiosMumbai 14.1%, Delhi 7.4%, Kolkata 7%25 to 34: 47.4%
18 to 24: 27.8%
Male 63.8%
Female 36.1%
NutshellMumbai 6.2%, Bengaluru 5.5%, Delhi 4.7%, Kolkata 3.2%25 to 34: 53.2%
18 to 24: 31.6%
Male 55.2%
Female 44.8%
KK CreateBengaluru 6.8%, Delhi 6.7%, Mumbai 6.4%25 to 34: 41.3%
18 to 24: 37.2%
Male 64.9%
Female 35%

Reaching beyond existing audiences

The audience data shows that the reels reached people outside the organisations' usual networks, most of them aged 18 to 34 and living in large cities.

Audience response to selected reels

One reel from each creator, with a summary of the comments it received.

Civic Studios' most viewed, liked, shared and saved reel

Haqdarshak: using Swades to talk about citizenship

This was the most viewed, liked, shared and saved reel on Civic Studios' page, and almost all of its comments were positive. It used dialogue and scenes from Swades to connect love for the country with citizen action.

The link to the film may have helped the reel travel further, bringing Haqdarshak's work to a wider audience.

  • Approach: The reel starts with what patriotism means to an individual and then connects it to a larger movement that people can take part in.
  • Open question: The comments show a strong emotional response. It would be useful to know whether this led viewers to take action.

Response to the initiative Positive

"Good video Bhai 🔥" "Absolutely beautiful video 🔥" "Bilkul this is the right talk for our country 🙌❤️🔥" "Wow nice initiative" "Well said 👏🔥"

Impact of films on public opinion Positive

"They don't make movies like these anymore." "We need more movies like these on real issues. Highlighting difficulties people face in interior (regions)" "A movie ahead of its time"

Awards and Recognition

e4m Do Good Awards 2024: Best Collaboration Award to the Hum Log campaign by Civic Studios and Rohini Nilekani Philanthropies
e4m Do Good Awards 2024

Best Collaboration Award

Hum Log won the Best Collaboration or Partnership award at the exchange4media (e4m) Do Good Awards 2024. The award was presented to Civic Studios and Rohini Nilekani Philanthropies for the campaign.