By Evie Nagy
Princess Reema Bint Bandar Al-Saud has led a bold effort to support Saudi women’s entrance into the workforce, and now the CEO of Saudi Arabian luxury retailer Alfa Intl. is taking on critical national issues in women’s health. At a keynote conversation with Fast Company editor-in-chief Robert Safian at SXSW Interactive today, Princess Reema introduced 10KSA (for 10,000 in Saudi Arabia), a far-reaching breast cancer and health awareness campaign that will culminate in an all-day, all-women event on October 24 in Riyadh. Among many other activities and programs, the event will gather an estimated 10,000 women to form the world’s largest pink humanitarian ribbon on record. Funds raised from the event will go to support the Zahra Breast Cancer Association, of which Princess Reema is a founding board member.10KSA will bring 10,000 women together in Riyadh to close health education gaps and change the breast cancer conversation in Saudi Arabia.