On behalf of His Royal Highness Prince Faisal bin Bandar bin Abdulaziz, Governor of the Riyadh Region, Deputy Governor His Royal Highness Prince Mohammed bin Abdulrahman bin Abdulaziz officially launched the 2024 National Breast Cancer Awareness Campaign under the theme “Stay One Step Ahead”. Organised by the Zahra Breast Cancer Association, the initiative is delivered in partnership with ROSHN Group (through its corporate social responsibility program, “Yohyeek”), and supported by a diverse network of public, private, and non-profit partners. 

The launch followed a meeting at Al Hukm Palace, where the Deputy Governor received Her Royal Highness Princess Haifa bint Faisal bin Abdulaziz, Chair of Zahra Breast Cancer Association, together with members of the Board and representatives of ROSHN Group. During the meeting, he praised the Association’s community impact, highlighting its success in fostering cross-sector partnerships between the public, private, and non-profit sectors. He also commended the progress Zahra has made in advancing breast cancer awareness and stressed the importance of strong media engagement in supporting the Association’s mission and programmes.
The Deputy Governor was also briefed on the campaign’s objectives, which focus on promoting early detection and encouraging women to make regular breast cancer screening part of their routine health care. Throughout October, the campaign will feature a wide range of initiatives to support beneficiaries, including workshops and awareness sessions held both in person and virtually across different regions of the Kingdom.
Princess Haifa bint Faisal expressed her appreciation to the Governor of Riyadh Region and the Deputy Governor for their continued support and participation in the campaign.
The campaign utilizes targeted social media content and an interactive outreach pavilion to engage employees across multiple sectors. Through tailored internal communication programs, the initiative encourages organizations to champion breast cancer awareness within their own workforce. To streamline access to screening services, the Association launched an online directory mapping early detection centers across the Kingdom. In partnership with ROSHN Group, a series of community events will also run throughout October, highlighted by the Zahra Walk, which is expected to draw 2,000 participants.
To mark the occasion, the Deputy Governor was presented with commemorative gifts, followed by an official photo session.