Zahra Breast Cancer Association: A WOMAN'S STAND

Credits & Description:

Category: Charity and Not for Profit

Advertiser: ZAHRA BREAST CANCER ASSOCIATION

Product/Service: BREAST CANCER AWARENESS

Project Owner: HRH Princess Reema Bint Bandar (Zahra Breast Cancer Association)

Project Director: Yahya Hamidaddin (Adalid Public Relations)

Managing Partner/Logistics: Suhaib Alwazir (Adalid Public Relations)

Project Manager: Manal Quota (Adalid Public Relations)

Senior Account Executive: Yasser Al Hebsi (Adalid Public Relations)

Junior Account Executive: Alya Alsaad (Adalid Public Relations)

Media Manager: Hussein Nasrallah (Adalid Public Relations)

Junior Account Executive: Ali Alwazir (Adalid Public Relations)

Media placement: Press Releases - All Saudi Dailies And Magazines (Too Many To Name) - May 1

Media placement: Radio - MBC FM, Panorama FM - May 1

Media placement: TV News - MBC, Al Arabiya, Saudi TV - May 1

Media placement: Online - All Local And Regional News Sites Covered The Event. - May 1

Media placement: News Wires - AFP, Reuters, Bloomburg, SPA And Others - May 1



Summary of the Campaign

A Woman’s Stand (The Largest Human Pink Ribbon Chain) is a breast cancer awareness campaign in Saudi Arabia, undertaken by HRH Reema Bint Bandar Bin Sultan Al Saud for the Zahra Breast Cancer Association.



The aim of the campaign is to break a Guinness World Record (GWR), in the category of the Largest Human Awareness Ribbon by organizing the formation of the largest female human pink ribbon chain on 28 October 2010 in Ministry of Education Stadium, Jeddah, KSA.



The campaign was successful and 3,952 women in Jeddah stood next to each other and achieved a new record in the GWR.



The main challenges was logistics, as the event was completely for women and held in a football stadium in a conservative country such as Saudi Arabia.



The Situation

Within any religious society, there are customs that are attributed to religion that are actually in conflict with it. The intended emphasis is that God has complete control over your destiny. When this belief is applied to healthcare, it affects the willingness of the public to accept the responsibility of taking action for the good of themselves and their loved ones. For women in Saudi Arabia, this has resulted in the largest portion of cancer cases reported, 29% of all. Of these cases, 70% have not been diagnosed until they are in the last stages, when death was imminent. These women had not gotten regular check-ups.



The Goal

The aim of the campaign is to break a Guinness World Record and to create national awarness. Through this attempt and numerous side events that happened in conjunction, the campaign would educate the entire public about the causes and effects of breast cancer and unite the women of Saudi Arabia. The campaign invites women from all backgrounds (ages 12 and up) to participate and demonstrate their commitment to each other and to good health.



The Strategy

The strategy relied on research, study, networking, creating partnerships, attracting sponsors, calling the public for action and securing logistics of events and campaign written documents. With an objective to achieve calling females in Saudi to be part of breaking a GWR to create awareness around breast cancer issues.



Our team, with the support of Princess Reema as needed, achieved to partner with Sultan Bin Abdulaziz Foundation, Ministry of Education, a partnership with senior doctors in the breast cancer field, media partnerships (MBC Group, Al Watan Newspaper and Sayidaty magazine) and managing the overall campaign implementation and securing every small need/detail to achieve our objectives.



Execution

1- Start of campaign in late April 2010

2- May was the time of building the communications foundation and overall timeline/action plan

3- Materials that were preparred in English and Arabic languages; campaign background, factsheet, bios of spokepeople, boilerplates, key messaging workshop, media training workshop for spokepeople, sponsorship document, letters to invite females from schools, universities, NGO's to participate

4- The campaign started through a press conference to officially launch the campaign, where a full press kit including a press release of the campaign launch was distributed to the media

5- During the campaign, we secured a generic article on breast cancer issues and arranged several 1-2-1 media interviews for campaign spokespeople and oncology specialists with print and broadcast media

6- A massive event was held at the Ministry of Education stadium on 28 Oct 2010, where the women were able to form the largest awareness human ribbon and won a new GWR.



Documented Results

* Breaking a guinness world record in the category of the largest human awareness ribbon.

* Engaging females in the largest female gathering in a public place in the history of Saudi Arabia

* Achieving positive media coverage that exceeded US $ 1,000,000 in advertising value