Two-thirds of the men in UAE are at risk of developing advanced testicular or prostate cancer. Yet with simple self-checks and early detection, the survival rate for both cancers can be more than 95 per cent.
The real challenge isn’t medical – it’s the fear and taboo associated with it. Talking about men’s health is still taboo in the region. Too personal, too awkward and too easily brushed off.
So this Movember, to break the silence with sound, to overcome hesitation with humour, Harley-Davidson’s HOG Dubai Chapter Riders, in partnership with NMC Specialty Hospital Al Nahda and Tuesday Communications, recorded the The Tough Nuts Choir campaign.
The campaign is now live across the Harley-Davidson Dubai, H.O.G. Dubai Chapter, and NMC Specialty Al Nahda digital channels.
The campaign is a highly entertaining performance featuring some of the UAE’s toughest riders singing about the importance of self-checks and screenings for testicular and prostate cancer.
View this post on Instagram
For eight years, Harley-Davidson Dubai Chapter have promoted men’s health screening, within the group. This year, the men are reaching out to everyone.
The Tough Nuts Choir turns rumbling engines into an anthem for awareness. They remind brothers across the UAE that a self-check isn’t weakness, it’s wisdom.
The campaign is now roaring to life on social media, sparking conversation, laughter, and reflection. The aim is to drive more men to NMC clinics for free screenings. Because real strength isn’t about staying silent. It’s about staying alive.
Harley-Davidson Dubai and the H.O.G. Dubai Chapter are also going the extra mile, quite literally, for prostate cancer with the 4th Annual Movember Ride, in partnership with L’Oréal Paris Men Expert, Enigmas Motorcycle Club, and Allo Beirut.
The ride will kick off early morning, with members of the biking community gathering in solidarity, led and moderated by Enigmas Motorcycle Club.
The convoy will conclude at the Harley-Davidson Sheikh Zayed Road Showroom, where participants will be welcomed with hospitality provided by event partner Allo Beirut.
Allo Beirut will donate a percentage of every healthy box ordered to the Al Jalila Foundation in support of the Movember initiative.
This year’s Movember Ride is expected to draw riders from across the UAE, continuing to build on its legacy of awareness, unity, and community-driven impact.
CREDITS:
Campaign Title: Tough Nuts Choir
Brand: Harley-Davidson Dubai, H.O.G. Dubai Chapter
Agency: Tuesday Communications
