• 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

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