A recent documentary titled Unveiling the Kingdom has thrown Saudi Arabia’s Crown Prince Mohammed bin Salman into the global spotlight, exposing human rights abuses and sparking international outrage. Aired by the British network ITV, the film uncovers shocking stories of exploitation and mistreatment of foreign workers in Saudi Arabia, challenging the polished image bin Salman has sought to project. This exposé follows the release of The Goat Life, another film that previously highlighted labor abuses in the kingdom, leaving bin Salman reeling from a series of public relations blows.
The Dark Reality of Saudi Labor Abuses
One of the film’s most compelling narratives is that of Raju, a young Nepali worker who left his family in hopes of a better future, only to meet tragedy in Saudi Arabia. Raju, who worked on the Jeddah airport expansion project as part of Vision 2030, suffered from kidney pain for months without medical attention. His Saudi employer denied him the necessary medical care or even the ability to return home, leading to his death. This heartbreaking story, among others, illustrates the severe consequences of neglect and abuse under the kingdom’s labor system.
The film goes further, exposing other disturbing facets of bin Salman’s regime. It reveals systematic detainment and repression of women’s rights activists, particularly those who had campaigned for basic freedoms for women, only to be charged with “terrorism” and jailed. Similarly, it sheds light on the forced evictions of entire communities, especially the Al-Huwaitat tribe, to make way for the ambitious NEOM project, highlighting cases of violence and intimidation faced by residents who resisted displacement.
Security Breach and Government Crisis Response
The film’s production involved an audacious infiltration into Saudi Arabia by British-Saudi journalist Noura, who managed to capture footage and conduct interviews with laborers and activists in highly restricted zones. Her success in bypassing Saudi intelligence and navigating controlled areas sparked an internal crisis. Enraged, bin Salman called an emergency meeting with senior officials, questioning how such an infiltration went undetected by state security.
In response, bin Salman ordered the formation of a high-level committee tasked with assessing security vulnerabilities and developing a unified media narrative. This “crisis cell” of over 40 members from 18 state entities, including the Saudi intelligence and foreign affairs departments, now operates under the Crown Prince’s close watch, working to control the fallout from the documentary and formulate a strategic response. The group convenes daily to assess potential risks and monitor public reactions while attempting to contain the international backlash.
Shaping a Counter-Narrative
The committee’s main objective is to construct a media narrative that counters the damaging claims made in the film. The team has proposed various responses, such as emphasizing Saudi Arabia’s “commitment to labor reforms” and selectively promoting supposed improvements in worker conditions. Plans include arranging interviews with key officials in international media to reinforce this narrative and highlight recent “reforms” aimed at protecting workers’ rights. The committee is also exploring ways to discredit some of the film’s claims, particularly the death of Raju, suggesting that his family requested a quick repatriation of his body to avoid an autopsy—an attempt to downplay the negligence that led to his death.
International and Domestic Repercussions
The documentary has sparked widespread condemnation on social media, with many users expressing outrage at the treatment of foreign workers in Saudi Arabia. Prominent activists such as Turki Al Shalhoub, Thuraya, and Fouad Kawthar have voiced their concerns, drawing comparisons between Saudi policies and medieval forms of forced labor. The outcry highlights the growing discontent among Saudis and the international community over bin Salman’s focus on image-building while ignoring deep-rooted social and human rights issues within the kingdom.
As the Crown Prince channels billions into efforts to reshape Saudi Arabia’s image—through initiatives such as the NEOM project, a planned $300 billion media city, and partnerships with international influencers—many are left questioning his priorities. This documentary underscores the tension between the royal image of a “modernizing leader” and the reality faced by thousands of laborers and displaced citizens within Saudi borders.
Bin Salman’s Image Crisis and Public Trust
With Saudi Arabia striving to host major global events, including the FIFA World Cup, the stakes have never been higher for bin Salman. The documentary has cast a shadow over these ambitions, raising questions about the kingdom’s human rights record and its treatment of marginalized communities. For bin Salman, the challenge lies not only in managing the immediate PR crisis but in addressing the underlying grievances that continue to emerge under his rule.
This film’s release may represent a turning point for Saudi Arabia’s international reputation. As bin Salman’s team scrambles to restore his image, the kingdom’s leadership faces an uncomfortable truth: without meaningful reform and accountability, efforts to polish Saudi Arabia’s global image may fall flat, leaving the kingdom vulnerable to continued scrutiny and criticism.
