Harley-Davidson, in partnership with the Enigmas Motorcycle Club and Dr Sulaiman Al Habib Medical Group, has launched a pioneering “Mid-Life Check” program in the UAE to combat the stigma surrounding prostate cancer and encourage early detection among men aged 50 and above. This initiative addresses a critical health concern, as prostate cancer is a leading cause of cancer among men, with the majority of diagnoses occurring after the age of 50. The program aims to increase check-up rates and promote proactive health management.
Recognizing the importance of early detection, the “Mid-Life Check” program offers free prostate cancer screenings as part of Harley-Davidson’s existing annual service plan. With every 500-mile check-up, both new and existing Harley-Davidson owners in the UAE can visit any Dr. Sulaiman Al Habib clinic for a complimentary PSA blood test, a simple and effective screening method. This offer is valid for two years under the service warranty plan, incentivizing riders to prioritize their health alongside their motorcycle maintenance.
This collaboration tackles the prevalent issue of men’s health stigma, which often prevents men from seeking necessary medical attention and leads to delayed diagnoses. The campaign aims to dismantle outdated fears and misconceptions surrounding prostate cancer screenings, emphasizing the ease and importance of early detection. Doctors highlight the challenge of men’s hesitation towards check-ups, often due to unfounded anxieties about invasive procedures. They stress that early detection, often achievable through a simple blood test, significantly improves treatment outcomes.
The “Mid-Life Check” campaign leverages the strong and adventurous image of the Harley-Davidson brand to resonate with its target audience. By associating prostate cancer screening with motorcycle maintenance, the program aims to normalize preventive health measures and encourage men to take control of their well-being. The partnership with the Enigmas Motorcycle Club, a prominent men’s health advocate, further amplifies the campaign’s message and reach.
The program’s structure ensures accessibility for Harley-Davidson owners. New customers automatically receive the free screening offer as part of their service plan, while existing customers are informed about the initiative during their regular check-ups and can schedule their screening at their convenience. This integrated approach maximizes participation and reinforces the importance of regular screenings.
The campaign’s multi-pronged approach, combining convenient access to screening, a powerful brand partnership, and community engagement, is designed to break down cultural barriers and encourage men to prioritize their health. The initiative strives to make a tangible impact on prostate cancer awareness and early detection rates in the UAE, ultimately saving lives and promoting a healthier future for men in the region.
