A Clause for a Cause: Harley-Davidson Rides Against the ‘Finger Test’ Stigma with Free Prostate Screenings at Every 500-Mile Check Up

Revolutionising men’s health, one warranty clause at a time.

FP7McCann, McCann Health and Current Global in collaboration with Harley-Davidson, Enigmas Motorcycle Club and Dr. Sulaiman Al Habib Medical Group, have launched ‘Mid-Life Check’, a programme that cleverly transforms Harley-Davidson’s 500-mile bike check-up into a life-saving opportunity, using nothing more than a simple warranty clause to drive real change and break the stigmasurrounding prostate cancer screenings.

For many men, hitting their 50s is a turning point. Some take up extreme sports, some go on spiritual retreats, others buy motorcycles as a symbol of their independence. This mid-life phase is often about reclaiming youth, rediscovering purpose, and proving that they’ve still got it. But what if mid-life wasn’t just about reinvention, but also about prevention? Instead of just chasing new experiences, why not ensure they can enjoy them for years to come?

That’s where ‘Mid-Life Check’ comes in. A mandatory service checkpoint for their Harley-Davidson now becomes a checkpoint for their health. A simple addition to a warranty clause is now encouraging men to take a step they would normally put off, getting screened for prostate cancer.

In the Middle East and globally, majority of men don’t like talking about their health, and when it comes to something like a prostate exam, many avoid it entirely. The stigma surrounding the “finger test” has kept too many men from getting screened, despite the fact that a simple blood test is all it takes to detect prostate cancer early. 

Prostate cancer affects one in eight men globally, yet 62% of men in the UAE remain unaware of common risk factors. Doctors emphasise that prostate cancer is often asymptomatic in its early stages, making routine screenings critical for early detection. But the cultural stigma surrounding male reproductive health and misconceptions about screening methods prevent many from taking action.

Two Check-Ups, One Ride

So, instead of forcing an uncomfortable conversation, FP7McCann Dubai and McCann Health found a cheeky yet effective way to reframe it, by speaking to men through something they already prioritise: their motorcycles. By teaming up with Harley-Davidson, a brand synonymous with freedom and boldness and partnering with Enigmas Motorcycle Club, an exclusive motorcycle club and a longstanding ally in men’s health advocacy, with a community of riders across the UAE, Oman, and Germany, this campaign challenges stigmas head-on. 

For the third consecutive year, Enigmas has organised a ride through Dubai’s roads, bringing together over 180 riders to spread awareness. 

The ‘manliest of men’, those who embrace strength and resilience, are stepping up to get tested, proving that true toughness means taking care of yourself.

Federico Fanti – Chief Creative Officer – FP7McCann Dubai says: “Men take their bikes in for a check-up without hesitation, but when it comes to their own health, they hesitate. We tapped into what they already care about to get them through the door. Sometimes the simplest solutions are the most effective ones. If a simple warranty clause can encourage even one man to take control of his health, then it’s all worth it.”

Paul O’Callaghan, General Manager, Harley Davidson – Dubai & Abu Dhabi “For Harley-Davidson riders, owning a motorcycle is more than just transportation – it’s a declaration of independence, a way to navigate life’s complexities, and a celebration of personal freedom. Especially during mid-life, our riders seek not just adventure on the road but also ways to embrace life boldly and fully. By making prostate cancer screenings accessible and part of the Harley-Davidson experience, we want to encourage our riders to prioritise their well-being and continue chasing life’s milestones with confidence.” 

This programme is available for 2 years under the service warranty plan, ensuring riders prioritise both their bike’s performance and their health.

To be part of programme and show your support, please visit: www.midlifecheck.com 

Credits List

Creatives

Creative Excellence

Production

CS

PR

Client

Company Credits