His Royal Highness Prince Faisal bin Bandar bin Abdulaziz, Governor of Riyadh Region, launched the 2026 National Breast Cancer Early Detection Awareness Campaign, organized by Zahra Breast Cancer Association under the theme “Your Path is Pink” (Darbak Wardi), in collaboration with the campaign’s main partners, ROSHN Group and the National Water Company (NWC), and with the support and participation of several entities from the public, private, and nonprofit sectors. 

The launch was attended by Her Royal Highness Princess Haifa bint Faisal bin Abdulaziz, Chairwoman of Zahra Breast Cancer Association, along with members of the Board of Directors; Eng. Waseem Khushan, Acting Chief Marketing and Communications Officer at ROSHN Group; and Mr. Yasser bin Ahmed Al-Hakami, General Manager of Public Relations and Official Spokesperson for the National Water Company. 

HRH Princess Haifa bint Faisal emphasized that the National Breast Cancer Awareness Campaign reflects Zahra’s ongoing efforts to raise community awareness of the importance of early detection, promote a culture of regular screening, and encourage women to take proactive steps toward their health. These efforts contribute to increasing awareness of breast cancer and the importance of detecting it at an early stage. 

HRH Princess Haifa said: 

“At Zahra, we believe that the path to awareness begins with a single step. This belief inspired this year’s campaign theme, ‘Your Path is Pink,’ encouraging every woman to take her first step toward greater awareness and better health, and to make early detection and regular screening part of a healthy lifestyle.” 

Her Royal Highness praised ROSHN Group’s continued role as a main campaign partner for the fifth consecutive year, reflecting the sustainability of the partnership and its contribution to supporting Zahra’s mission and strengthening the campaign’s impact. ROSHN Group is also supporting the Zahra Walk and helping amplify the campaign’s awareness messages through activations during ROSHN Saudi League matches throughout October. 

Her Royal Highness also welcomed the National Water Company as a main partner of the campaign this year and commended its contribution to expanding the campaign’s reach and delivering its awareness messages to diverse segments of society. 

The 2026 campaign carries the theme “Your Path is Pink” and the message “The Path to Awareness Begins with a Step,” emphasizing that taking care of one’s health starts with simple, informed actions, foremost among them knowledge, regular screening, and early detection. Through the campaign, Zahra seeks to enhance awareness of breast cancer and prevention, while encouraging women to take proactive steps toward their health and well-being. 

Throughout October, Zahra Breast Cancer Association will implement a range of awareness programs, community events, and initiatives, alongside dedicated educational content across digital platforms and social media channels. The campaign will also feature joint initiatives with partners from various sectors, helping broaden the reach of its messages and strengthen its positive impact within the community. 

Zahra also works to facilitate women’s access to information and services related to early detection, while encouraging partners and organizations to play an active role in raising awareness. A number of community events will take place throughout October, most notably the Zahra Walk, in partnership with ROSHN Group, bringing members of the community together around a shared message highlighting the importance of awareness and early detection. 

The National Breast Cancer Awareness Campaign is part of Zahra Breast Cancer Association’s ongoing efforts to raise community awareness, reinforce the importance of early detection, and build effective and sustainable partnerships that expand the impact of the Association’s programs and enable its message to reach the widest possible segment of society.