The 10-day hike was positioned as a broadcast campaign on social media and through traditional media, to inspire Saudi women to lead a healthier lifestyle by staying physically fit. It promoted studies showing that physically active women have a lower risk of developing breast cancer than inactive women. And amplified the links between breast cancer numbers and physical activity based on over 60 studies published in North America, Europe, Asia, and Australia

A Woman’s Journey preceded Catmosphere’s foundation, yet it is an example of work that led to the creation of a more formal establishment for multiple initiatives, all underpinned by the common narrative to amplify the message that wellbeing is interconnected.