During a keynote today at South by Southwest, Princess Reema Bint Bandar Al-Saud, the Saudi Arabian entrepreneur, activist and CEO of luxury retail Alfa Intl., launched a new campaign that will rely heavily on social and mobile media to spread the word.
The initiative is dubbed 10KSA and is part of Zahra Breast Cancer Association, Princess Reema's fundraising organization. On Oct. 24, 10KSA aims to bring 10,000 women together to form a human pink ribbon.
This year's campaign builds on a similar endeavor in 2010 that broke a Guinness World Record for the most women to gather in a single location at once.
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