In the United Arab Emirates, where national priorities emphasize wellbeing, inclusion, and enhanced quality of life, community-oriented initiatives are gaining significant traction. Plan B Group has emerged as a pioneering agency at the confluence of sports, social awareness, and public impact, transitioning from conventional event management to creating transformative platforms that foster active participation and meaningful societal progress.
The agency’s proprietary sporting intellectual properties, notably ‘She Runs’ and ‘Cancer Run’, illustrate how strategically designed programs can cultivate a healthier, more interconnected society. These initiatives function not as isolated events but as evolving movements that align with the UAE’s overarching objectives in preventive healthcare, social unity, and the promotion of active lifestyles.
Central to Plan B Group’s mission is the conviction that athletic activities serve as powerful catalysts for change. By organizing accessible and inclusive events, the agency promotes healthier habits while strengthening community bonds among diverse population segments. Each project is engineered for enduring impact, ensuring that present involvement leads to sustained awareness and positive long-term behavioral adaptation.
A landmark achievement was realized in 2025 with ‘She Runs’, the group’s premier women-only running event. This initiative secured a Guinness World Record for the highest number of participants in a female-only run, establishing it as the largest event of its kind in the UAE and surrounding region. Beyond breaking records, the accomplishment underscored the increasing need for secure, empowering environments for women in sports.
Capitalizing on this success, Plan B Group introduced ‘Cancer Run™’ in 2026, a community campaign focused on health education, early disease detection, and public solidarity. The event aims to set a new record for the most nationalities represented in a cancer awareness run, reflecting the UAE’s multicultural identity and unified spirit. It assembles participants from varied backgrounds under a common objective of promoting wellness and preventive care.
Together, these initiatives demonstrate Plan B Group’s unique capacity to develop award-winning programs valued for their substantive outcomes rather than mere scale. They exemplify the agency’s proficiency in designing, expanding, and maintaining platforms that generate lasting community benefits.
Dr. Harmeek Singh, Founder and Chairman of Plan B Group, articulated the vision behind these efforts: “Our fundamental aim has always been to develop platforms with a higher purpose. ‘She Runs’ and ‘Cancer Run’ are not merely events—they are communal movements encouraging healthier lifestyles, inclusivity, and proactive awareness. When individuals run for a cause, they engage in something greater than themselves, initiating genuine transformative impact.”
As the UAE continues to advance its well-being agenda, Plan B Group provides an influential blueprint for how organizations can contribute to national development through purpose-led initiatives. By building sustained, value-driven platforms, the group is actively shaping a culture marked by active living, shared responsibility, and collective advancement.