The encyclopedia · Marketing & Brand · Marketing decision · 2025
Harley-Davidson tied prostate screening to its 500-mile bike check-up — and men showed up
Harley-Davidson UAE attached a free prostate exam to the bike's mandatory 500-mile check-up, reframing screening as maintenance — screenings rose 56%.
Harley-Davidson
The solution
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 Men avoided the exam out of fear and outdated ideas about invasive tests.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.
Why it worked
- 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.
What can be applied
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.
Aftermath
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.
Sources
- Mid-Life Check — Work
- Harley-Davidson introduces free Prostate cancer screenings for riders in UAE
- Harley-Davidson Introduces 'Mid-Life Check' in UAE Service Plan to Promote Prostate Cancer Screening
- FP7McCann Emerges As The Most Effective Agency Network At 2025 MENA Effies
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