A WOMAN’S STAND!

Breast cancer is the most common form of cancer in Saudi Arabia and is also the leading cause of death of women within the Kingdom
Many within the Kingdom are misinformed or have no clear knowledge on breast cancer as discussing it is seen as a taboo

The campaign’s main objective was to raise awareness around breast cancer across the Kingdom
Adalid developed and implemented a communications program me to include different stakeholders; the government, NGOs, sponsors/corporate, schools, universities and the general public
Adalid liased, managed and coordinated the whole campaign, including managing suppliers and partners (e.g. ad agency, event management company, Guinness World Record 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 and the actual ribbon formation
Launched the campaign through an official press conference which was followed by a series of articles, releases and 1-2-1 interviews around the campaign’s goals and breast cancer issues
To attract the public, Adalid built and managed facebook and twitter pages as a vital tool of communication

Saudi Women were able to break the Guinness World Record for the largest human awareness ribbon formed by 3,952 women on the 28th of Oct 2010
The campaign generated over 150 media (print & broadcast) hits and over US $ 1 million in advertisement value
The campaign achieved The Holmes Report Platinum SABRE Award for Best PR Programme in 2011 EMEA Region and the Golden SABRE Award for Turkey & The Middle East in the Geographical Categories in 2011, EMEA Region