Harley-Davidson helps men face cancer screening stigma with ‘manliest’ campaign

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 warranty clause is now encouraging men to take a step they would normally put off: getting screened for prostate cancer. This programme is available for two years under the service warranty plan, ensuring riders prioritise both their bike’s performance and their health.

The campaign aims to highlight that the ‘manliest of men’ are those who embrace strength and resilience, and step up to get tested, proving that true toughness includes taking care of oneself.

Federico Fanti, Chief Creative Officer, FP7McCann Dubai, said, “Men take their bikes in for a check-up without hesitation, but when it comes to their own health, they hesitate. We tapped into what they already care about to get them through the door. Sometimes the simplest solutions are the most effective ones. If a simple warranty clause can encourage even one man to take control of his health, then it’s all worth it.”

The gravity of the problem and the need for the campaign

In the Middle East and globally, majority of men don’t like talking about their health, and when it comes to something like a prostate exam, many avoid it entirely. The stigma surrounding the “finger test” has kept too many men from getting screened, despite the fact that a simple blood test is all it takes to detect prostate cancer early.

Prostate cancer affects one in eight men globally, yet 62 per cent of men in the UAE remain unaware of common risk factors. Doctors emphasise that prostate cancer is often asymptomatic in its early stages, making routine screenings critical for early detection. But the cultural stigma surrounding male reproductive health and misconceptions about screening methods prevent many from taking action.

So, instead of forcing an uncomfortable conversation, FP7McCann Dubai and McCann Health found a cheeky yet effective way to reframe it, by speaking to men through something they already prioritise: their motorcycles.

Harley-Davidson, a brand synonymous with freedom and boldness, partnered with Enigmas Motorcycle Club, an exclusive motorcycle club and a longstanding ally in men’s health advocacy, to challenge the stigmas head-on within support from a community of riders across the UAE, Oman and Germany.

For the third consecutive year, Enigmas has organised a ride through Dubai’s roads, bringing together more than 180 riders to spread awareness.

Paul O’Callaghan, General Manager, Harley Davidson – Dubai and Abu Dhabi, concluded, “For Harley-Davidson riders, owning a motorcycle is more than just transportation – it’s a declaration of independence, a way to navigate life’s complexities, and a celebration of personal freedom. Especially during mid-life, our riders seek not just adventure on the road but also ways to embrace life boldly and fully. By making prostate cancer screenings accessible and part of the Harley-Davidson experience, we want to encourage our riders to prioritise their well-being and continue chasing life’s milestones with confidence.”

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