In a creative twist on men’s health advocacy, McCann Health, in partnership with Harley-Davidson, L’Oréal Paris, and the Enigmas Motorcycle Club, launched the “Check Your Ride” campaign to raise awareness around prostate cancer and the importance of early detection. Timed to coincide with Movember, the annual awareness month dedicated to men’s health, the campaign transformed motorcycle maintenance into a message about health priorities.
The campaign kicked off with a morning ride through Dubai, culminating at Riverland in Dubai Parks & Resorts. More than 150 riders participated in the event, where bike checks were paired with health checks, encouraging men to prioritise their well-being as much as their motorcycles.
As part of “Check Your Ride,” participants had their motorcycles serviced at Harley-Davidson centres across the UAE while being encouraged to undergo prostate cancer screenings facilitated by the Dr. Sulaiman Al Habib Medical Group.
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Karen Kamel, Regional Managing Director, McCann Health Middle East, highlighted the purpose behind the initiative: “This initiative is a powerful example of how we can drive meaningful change by combining creativity with purpose. At McCann Health, our mission is to address critical health challenges in innovative ways that resonate with communities. ‘Check Your Ride’ underscores the importance of empowering men to prioritise their health, and we are proud to lead efforts that inspire action and promote early detection. Collaborating with Harley-Davidson, L’Oréal Paris, and the Enigmas Motorcycle Club allows us to amplify this message and make a tangible impact on lives.”
The creative approach emphasised the message that regular screening is as crucial for health as maintenance is for bikes.
“This initiative has become more than just an event; it’s a movement that has grown exponentially over the past three years,” said Nael Basily, General Manager, McCann Health Middle East. “This growth highlights a profound shift in awareness and commitment to men’s health within our community. Every year, we see more riders joining and more conversations sparked about the importance of regular checkups. This initiative is a testament to our dedication to saving lives through early detection and education, and we are proud to champion this cause alongside such passionate partners.”
Check Your Ride is an example of how campaigns can align public health goals, integrating community engagement and brand collaboration. With increasing participation and awareness each year, the initiative showcases how purpose-driven marketing can be combined with tangible health outcomes.
