Institue for Civic Leadership visit to KSA

Issue

  • Bad perception about Saudi Arabia and its culture in America
  • Security issues around American citizens visiting Saudi Arabia
  • HRH Princess Reema Bint Bandar Bin Sultan is a member of the board at the Dwight School and extended an invitation to ICL students and their staff

Insight

  • ICL conducts community service initiatives across the Globe but had never visited Saudi Arabia in the past
  • Adalid developed a full communication and exchange program to educate and enlighten the American students about Saudi Arabia’s culture, sight seeing, participation in local activities and community service initiatives held in Riyadh, Abha and Jeddah
  • The plan was tailor made in order to suit ICL and HRH Princess Reema’s expectations

Expertise

  • Adalid accompanied the ICL delegate for the entire duration of their stay (16 days)
  • Adalid conducted two press conferences (one at the delegates arrival and one prior to their departure). This was an excellent opportunity to get the media behind the initiative to better understand the American students’ expectations and to learn from them their findings upon their departure
  • Adalid communicated with different parties to: organize visits, tours and activities (the Children Disability Association, King Faisal Schools, Help Centre, Presidency of Meteorology and Environment and others)

Impact

  • Secured intensive media coverage both locally and in the USA
  • ICL students where transformed into Ambassadors of Saudi Arabia with a positive impression and a mission to communicate their experiences in the Kingdom to dispel any misconceptions (the students arrived at JFK airport in Saudi National dress)
  • After returning to the USA, the Dwight School management is planning another visit to Saudi Arabia next year