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FP7McCann and McCann Health, in partnership with Harley-Davidson, Enigmas Motorcycle Club, and Dr. Sulaiman Al Habib Medical Group, have unveiled the ‘Mid-Life Check’ initiative. This innovative program transforms the routine 500-mile check-up for Harley-Davidson motorcycles into a crucial opportunity for health awareness, leveraging a simple warranty clause to promote genuine change and challenge the stigma associated with prostate cancer screenings.

As men enter their 50s, many experience a significant life shift. Some opt for adventurous sports, others embark on spiritual journeys, and many purchase motorcycles as a symbol of autonomy. This mid-life stage is often about recapturing youth, rediscovering purpose, and demonstrating that they still have what it takes. But what if this pivotal period could also focus on prevention? Rather than solely pursuing new adventures, why not ensure the ability to enjoy them for years ahead?

This is where ‘Mid-Life Check’ plays a role. A required service point for their Harley-Davidson is now transformed into a health checkpoint. By simply modifying a warranty clause, men are now encouraged to undergo prostate cancer screenings that they might otherwise delay.

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In the Middle East and beyond, most men are reluctant to discuss their health, and many completely avoid topics like prostate exams. The stigma surrounding the ‘finger test’ has deterred countless men from getting screened, even though early detection only requires a straightforward blood test.

Prostate cancer impacts one in eight men worldwide, yet 62% of men in the UAE remain unaware of the common risk factors. Healthcare professionals stress that prostate cancer is often asymptomatic in its early phases, making regular screenings vital for prompt detection. However, the cultural stigma associated with male reproductive health and misunderstandings regarding screening methods keep many from taking necessary steps.

Two Check-Ups, One Ride

Instead of imposing an uncomfortable dialogue, FP7McCann Dubai and McCann Health have found a clever yet impactful way to reshape it, engaging men through something they prioritize: their motorcycles. By collaborating with Harley-Davidson, a brand that represents freedom and courage, and joining forces with Enigmas Motorcycle Club, a dedicated motorcycle community and advocate for men’s health across the UAE, Oman, and Germany, this campaign confronts stigmas directly.

For the third consecutive year, Enigmas has organized a ride through Dubai, uniting over 180 riders to promote awareness.

The ‘manliest of men’, who embody strength and resilience, are stepping forward to get tested, demonstrating that true bravery lies in self-care.

Federico Fanti, chief creative officer at FP7McCann Dubai, states: “Men bring their bikes in for check-ups without a second thought, but when it comes to their own health, they hesitate. We tapped into their existing passions to motivate them to take action. Often, the simplest solutions are the most effective. If a minor warranty adjustment can inspire even one man to take charge of his health, then it’s all worthwhile.”

Paul O’Callaghan, general manager of Harley Davidson – Dubai & Abu Dhabi, remarks, “For Harley-Davidson riders, owning a motorcycle transcends mere transportation – it symbolizes independence, navigating life’s intricacies, and celebrating personal freedom. Especially in mid-life, our riders seek not only adventure on the road but also ways to live life fully. By incorporating prostate cancer screenings into the Harley-Davidson experience, we aim to encourage our riders to prioritize their health and confidently pursue life’s milestones.”

This initiative is available for two years under the service warranty plan, ensuring that riders focus on both their bike’s performance and their health.

To participate in the program and show your support, please visit here.