Mid-Life Check

In the Middle East, prostate cancer screenings are hindered by stigma, particularly among Harley-Davidson riders, mostly men over 50. To tackle this, we cleverly inserted a free prostate exam offer in the owner’s manual, linked to the bike’s 500-mile service. This reframed the test as a manly, responsible act—just like servicing a Harley.

The campaign was a success, with a 56% increase in prostate screenings and a 78% rise in service appointments. It generated over 40 million impressions, $1 million in earned media, and achieved 100% positive regional sentiment. Harley-Davidson’s innovative approach encouraged men to not only take care of their bikes, but also their health.