The Royal Commission for AlUla (RCU): The inaugural Arabian leopard day

Royal Commission for AlUla, a Saudi Arabian conservation body, declared the first-ever Arabian Leopard Day in a multichannel PR campaign, with a physical activation achieving a reach of over 10 million.

February 10th was the first-ever Arabian Leopard Day (ALD).

Led by the Royal Commission for AlUla (RCU) with Hill+Knowlton Strategies (H+K), it rallied the worlds of conservation, governance and business by engaging, educating and encouraging an audience of 2 BILLION to protect a critically endangered species.

We created a campaign that spotlighted the plight of this critically endangered species with a day worthy of official recognition by the UN – an effort that takes approximately two years. We achieved our goals through:

  • Allyship and advocacy amongst the conservation community in the name of a common cause.
  • Community support by educating...

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