10KSA was launched to raise awareness about holistic health issues, with a focus in 2015 on breast cancer. 10KSA was led by HRH Princess Reema bint Bandar bin Sultan Al Saud and Dr. Modia Batterjee, DHC, IBCLC, for an event that gathered over 10,000 women on 12 December 2015, in Riyadh, and combined education and activities, as well as the formation of the World’s Largest Humanitarian Ribbon. The number of women who formed the World’s Largest Humanitarian Ribbon was a record-breaking 8,264, and together they set a Guinness World Record, as verified by the Guinness representative who attended the historic event.

Breast cancer is the most prevalent cancer affecting women globally. The conversation surrounding it differs around the world. Today in Saudi Arabia, women are diagnosed at advanced stages leading to higher mortality rates, so much so that occurrence of breast cancer is 10 years younger than their Western peers. The overall survival rate for women in Saudi Arabia is lower due to low screening. Fear, stigma and cultural barriers are factors for these alarming rates.

10KSA aims to shift the conversation and associations attached to “cancer” to reflect hope and that prevention and treatment are attainable. By promoting and engaging with local stakeholders, 10KSA is encouraging holistic health practices and collaborations that encourage women to become body and health aware.

In 2015, all proceeds from 10KSA initiatives funded the Zahra Breast Cancer Association, an organization committed to helping women through a difficult journey and into a place of healing and good health.