In 2015, under the umbrella of her social enterprise Alf Khair, HRH Princess Reema bint Bandar Al Saud launched a holistic health awareness campaign in Saudi Arabia. Called 10KSA, it culminated in a Guinness World Record breaking event where thousands of Saudi women came together to form the World’s Largest Human Awareness Ribbon. The Ribbon took place at the end of a day of organised sports activities and health awareness raising, attended by over 13,500 women. Team abcd undertook various roles for the 10KSA campaign, including corporate communications strategy and design. Work encompassed communication strategies and implementation (from PR to online and social media), international and national awareness raising and engagement, and also site signage and branding.