The 10KSA campaign is an innovative breast cancer and health awareness drive focused in Saudi Arabia and led by HRH Princess Reema bint Bandar Al Saud.

Throughout 2015, Blurrt tracked the conversation around breast cancer across multiple social media channels leading up to and including the setting of a Guinness World Record for the World’s Largest Humanitarian Ribbon on December 12th.

The 10KSA campaign’s primary goal is to shift conversation and associations around breast cancer, the most prevalent cancer affecting women globally, to centre around hope and to raise awareness of the fact prevention and treatment are attainable.

This is a particularly important cause within Saudi Arabia, where women are diagnosed at more advanced stages and coupled with fear, stigma and cultural barriers, leads to higher mortality rates and lower screening rates.

Blurrt were able to provide insights into the conversation within the middle east around breast cancer across Twitter, Facebook and Instagram, capturing posts in both Arabic and English for the 8 months leading up to the world record attempt.

What we found was that through awareness raising with the 10KSA campaign, there were clear increases in overall positive sentiment across social media.
The ability to see the range of emotions alongside frequently used expressions and terminology was also greatly received and helped to shape the campaign going forward.

We were also able to see the campaigns clear positive effect on those individuals reached, with over 90% of posts towards the campaign being identified as exhibiting thankfulness (36.6%), love (33.5%) and happiness (25.6%).

Here at Blurrt, we were delighted to be involved with such a worthwhile cause and are also incredibly chuffed to say we’ve been involved, albeit indirectly, in a successful Guinness World Record attempt.