Harley-Davidson tied prostate screening to its 500-mile bike check-up — and men showed up

Prostate cancer screening in the Middle East carries stigma, and Harley-Davidson's core riders are mostly men over 50 — exactly the group that skips check-ups. Men avoided the exam out of fear and outdated ideas about invasive tests.

FP7 McCann inserted a free prostate exam offer into the owner's manual and service plan: with every mandatory 500-mile bike check-up, riders could book a complimentary PSA blood test at Dr. Sulaiman Al Habib clinics, valid for two years under the warranty. Servicing the bike and checking your health became one ritual.

Screenings rose 56% and service appointments 78%; the campaign earned 40M+ impressions and about $1M in earned media with 100% positive sentiment. It took two Golds at the 2025 MENA Effie Awards.

Attach a health check to an existing bike ritual

It rode an existing, already-accepted appointment — bike service — instead of asking men to make a brand-new medical appointment.

Reframing the exam as maintenance made it feel responsible and manly rather than invasive and shameful.

The warranty clause gave the offer official, recurring presence in every owner's manual and service visit.

Don't try to change the audience's mind head-on; attach the new behavior to a ritual they already accept. The bike service gave the exam a masculine, responsible frame that no health message could.

The two-year programme stayed inside the UAE service warranty, pairing every 500-mile check-up with a screening invitation; Enigmas Motorcycle Club backed it with awareness rides of 180+ riders. Harley-Davidson kept the health check as part of its regional service story.