Harley-Davidson / UAE / 2025Promo · Film
The Midlife Check.
Harley-Davidson added a new clause to its owner's manual: riders over 50 get a free prostate exam, by blood test, when they service their bike.
- Brand
- Harley-Davidson
- Agency
- FP7 McCann
- Market
- UAE
- Region
- GCC
- Year
- 2025
The challenge
The entry says almost half of Harley-Davidson owners are men over 50, the group most at risk of prostate cancer, and that prostate exams are rarely discussed in the region.
The idea
FP7 McCann Dubai and McCann Health wrote the clause into the manual with Dr. Sulaiman Al Habib Medical Centre providing the tests. Humorous radio spots and films with local riders broke the stigma.
Results
- Prostate screenings among Harley-Davidson riders up 56%, according to the Dubai Lynx entry
- Screenings at Dr. Sulaiman Al Habib centres up 12% year on year, 40 million+ impressions and $1 million in earned media, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2026Print & Publishing – Corporate Purpose & Social ResponsibilityBronze
- Dubai Lynx 2026Audio & Radio – Use of HumourBronze
- Dubai Lynx 2026Healthcare – Brand Experience & Activation - Brand-led Education & AwarenessBronze
Credits
- Creative agency
- McCann Health
- Creative agency and media placement
- FP7 McCann Dubai
- PR
- Current Global
- Creative Director, McCann Health
- Anand Tahilaramani
- Senior Art Director, FP7 McCann Dubai
- Arthur Melo
- Senior Copywriter, FP7 McCann Dubai
- Diego Fernandez-Cid
- Regional Chief Creative Officer, FP7 McCann
- Federico Fanti
- Senior Art Director, FP7 McCann Dubai
- Francesco Negri
- Creative Director, FP7 McCann Dubai
- Jonathan Cruz
- Associate Creative Director Copy, FP7 McCann Dubai
- Liam Galt
- Executive Creative Director, FP7 McCann
- Nayaab Rais
- Senior Creative Director & Head of Art, FP7 McCann Dubai
- Paulo Engler
- Senior Copywriter, FP7 McCann Dubai
- Wesley Jon
- Global CCO, McCann Worldgroup
- Javier Campopiano
- Global ECD & CCO Europe, McCann Worldgroup
- Adrian Botan
- Global Product Excellence Director, McCann Worldgroup
- Carmen Bistrian
- Creative Excellence Senior Manager, MCN
- Lara De Souza
- Creative Excellence Manager, FP7 McCann Dubai
- Sofia Serrano
- Senior Motion Designer, FP7 McCann Dubai
- Kaue Akimoto
- Senior Video Editor, FP7 McCann Dubai
- Murilo De Paula
- Senior Videographer, CRAFT
- Marcos Cardoso
- Audio Post Producer, CRAFT
- Sanya Sequeira
- Managing Director, FP7 McCann Dubai
- Tarek Ali Ahmad
- Senior Account Manager, FP7 McCann Dubai
- Ingrid Bechara
- Regional Managing Director, McCann Health
- Karen Kamel
- General Manager, McCann Health
- Nael Basily
- PR Manager, FP7 McCann Dubai
- Roksar Kamal
- Senior Motion Designer, FP7 McCann
- Lijo Mathew
- Creative Operations Director, FP7 McCann Dubai
- Cynthia Sarkis
- Managing Director, Current Global
- Peter Jacob
- Junior Associate, Current Global
- Umar Gulamnabi
- Executive Producer, CRAFT
- Amin Soltani
- Head of Strategy, FP7 McCann Dubai
- Nick Salter
- Videographer, FP7 McCann Dubai
- Melquiades Abrera
- Head of Post Production, CRAFT
- Lina Nasr
- VFX Compositor, CRAFT
- Vimal Velayudhan
- Group Account Director, McCann Health
- Aashok Karotia
- Director - Influencer Relations, MCN
- Razan Zahra
- Account Director, Current Global
- Nikita Sidana
- Senior Associate, Current Global
- Ariana Aaron
- Client, Harley-Davidson Dubai
- Paul O'Callaghan
- Client, Harley-Davidson Dubai
- Chris Mardini
- Client, Dr Sulaiman Al Habib Group
- Nastaran Amoori
- Client, Dr Sulaiman Al Habib Group
- Dr Talal Abdul Jabbar
- Client, Dr Sulaiman Al Habib Group
- Fatemeh Aghanasiri
