10KSA
Building on the success of A Woman’s Stand, the 10KSA breast cancer awareness campaign was launched, reframing the narrative around cancer prevention and treatment. Fostering a message of hope, the campaign beat its previous Guinness World Record, convening a human-formed cancer awareness ribbon double the size of the first.
By 2015 the collective action methodology had expanded to become a nationally recognized format. With the support of Zahra, the Ministry of Education and the (previously named) Ministry of Social Welfare, 10KSA convened women for a day that celebrated health and wellbeing, setting the measurable best-practice benchmark for mass participation engagement.
For 10KSA, a year-long social media and experiential campaign culminated in a one-day festival of health in which women took part in outdoor gym classes and attended nutrition workshops. The Ministry of Health distributed educational materials and conducted attendee wellbeing surveys. On-site breast screenings were available.
By promoting and engaging with local stakeholders, 10KSA provided a space for holistic health practices and collaborations that encouraged women to become more health aware. Proceeds were donated to Zahra Breast Cancer Association, an organization committed to helping women through a difficult journey and into a place of healing and good health.
Guinnes World Record broken with
8,264
women
Almost
2,000
volunteers
Over
13,000
attendees
Approximately SAR 1.5 million raised for Zahra Breast Cancer Association Disabled Communities Engaged Ministry of Health publicly thanked 10KSA
Guinness World Record Breaking!
In Riyadh, Saudi Arabia, on 12th December 2015, 8,264 women came together to form a human ribbon, achieving a Guinness World Record for the world’s largest human awareness raising ribbon.10KSA produced pink headscarves worn by all participants to create the visual effect. The design of the scarves was selected from entries in a competition for Saudi female designers. Four winners were selected and their designs produced on the edges of the scarves
For her, for him, for all of us
10KSA offered space to anyone who had experience of cancer. In this emotional film, members of a community affected by cancer were invited to share their stories. This film was directed by Hollywood producer Jesse Dylan and produced by his creative agency, Wondros