A WOMAN’S JOURNEY: DESTINATION MOUNT EVEREST

Most Saudi women are unaware or misinformed of the relationship between physical fitness and breast cancer prevention
Studies have shown that Saudi women are amongst the unhealthiest in the world in terms of dieting and exercise

Insight

The aim of the campaign was to raise breast cancer awareness through taking a group of 10 Saudi female climbers to Mount Everest Base Camp
Adalid developed and implemented a communications programme to include different stakeholders; governmental bodies, NGOs, sponsors/corporate, educational entities and the general public
Proactive media relations programme
Adalid liaised, managed and coordinated the whole campaign, including managing suppliers and partners (e.g. trekking agency, gear & equipment company, travel agency, advertising agency and different personals)

From building the whole communications foundation to managing and implementing small details, such as running a messaging workshop, organising a media training session for the campaign’s official spokespeople
Launched the campaign through a round table which was followed by a series of articles, releases and 1-2-1 interviews around the campaign’s goals and breast cancer issues
Organised, managed and provided on-the-ground support (went on the trek to Mount Everest)
Managed and organised a final event press conference for the campaign
Adalid built and co-managed an integrated digital platform for the campaign across different media channels (e.g. social media pages, TVCs and a short film/documentary)

10 Saudi Women succeeded on their trek to Mount Everest Base Camp
The campaign demonstrated the strength and determination of Saudi women and proved that through a united front a difference can be made
"A Woman's Journey: Destination Mount Everest" campaign attracted considerable attention and received over 200 coverage hits via print, online and broadcasts & over US $1,060,000 in advertising value