#whyilovephilly was launched with a party in February 2011 by Young Involved Philadelphia as a social media and branding campaign around celebrating civic pride among young professionals.
The most active use of the project has been in Twitter using the hashtag, as can be seen here.
The informal effort has featured an array of other parties and events, often involving groups associated with the creative class of Philadelphia, including YIP, Independents Hall, Geekadelphia, Flying Kite and Technically Philly.