• by Joe Mandese  @mp_joemandese, March 14, 2015

AUSTIN, TEXAS -- Saudi Royalty, designer and breast cancer awareness activist Princess Reema Bint Bandar Al-Saud unveiled her latest social activation effort during a talk here at the SXSW Interactive festival. The new one, dubbed www.10ksa.com, is intended to break the Guinness world record set by her last effort, which gathered the a record-setting number of Saudi women in public. The reason, she said, was the last one achieved its goal of setting a record and generating publicity, but it didn’t generate the educational awareness about breast cancer prevention that she wanted to it accomplish.

We “forgot the biggest component, which was awareness,” she told the SXSW audience. “It can’t just be about breaking the record,” she continued, “it’s about people coming together there to get educated.”

Princess Reema said the original record was set be generating word-of-mouth via a relatively crude patchwork network of social media, including BBM messenger, SMS text and Facebook, but the new campaign is already generating big corporate support. GE is a sponsor.