Harley-Davidson has reframed the ‘uncomfortable’ conversation around prostate cancer screenings and has addressed the ‘finger test’ stigma by cleverly combining the motorcycle’s mandatory 500-mile check-up with a ‘mid-life health checkpoint’ for men.
In collaboration with FP7 McCann and McCann Health, Harley-Davidson, Enigmas Motorcycle Club and Dr. Sulaiman Al Habib Medical Group, have launched ‘Mid-Life Check’, a programme that uses nothing more than a simple warranty clause to drive real change and break the stigma surrounding prostate cancer screenings.
A mandatory service checkpoint for the Harley-Davidson now also becomes a checkpoint for men’s health. A simple addition to a
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