18th February 2025 I Dubai – 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 stigma surrounding 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
| Chief Creative Officer | Federico Fanti | FP7 McCann Dubai |
| Executive Creative Officer | Nayaab Rais | FP7 McCann Dubai |
| Senior Creative Director & Head of Art | Paulo Engler | FP7 McCann Dubai |
| Creative Director | Jonathan Cruz | FP7 McCann Dubai |
| Associate Creative Director Copy | Liam Galt | FP7 McCann Dubai |
| Senior Copywriter | Wesley Jon | FP7 McCann Dubai |
| Senior Copywriter | Diego Fernandez | FP7 McCann Dubai |
| Senior Art Director | Francesco Negri | FP7 McCann Dubai |
| Art Director | Arthur Melo | FP7 McCann Dubai |
Creative Excellence
| Global CCO | Javier Campopiano | McCann Worldgroup |
| Global ECD & CCO Europe, | Adrian Botan | McCann Worldgroup |
| Global Product Excellence Director | Carmen Bistrian | McCann Worldgroup |
| Senior Manager of Creative Excellence | Lara De Souza | MCN |
Production
| Executive Producer | Amin Soltani | CRAFT |
| Senior Videographer | Marcos Cardoso | CRAFT |
| Videographer | Melquiades Abrera | FP7 McCann Dubai |
| Senior Motion Designer | Kaue Akimoto | FP7 McCann Dubai |
| Senior Video Editor | Murilo DePaula | FP7 McCann Dubai |
CS
| Managing Director | Tarek Ali Ahmad | FP7 McCann Dubai |
| General Manager | Nael Basily | McCann Health |
| Regional Managing Director | Karen Kamel | McCann Health |
| Senior Account Manager | Aashok Karotia | McCann Health |
| Senior Account Manager | Ingrid Bechara | FP7 McCann Dubai |
PR
| PR Manager | Roksar Kamal | MCN |
| Director – Influencer Relations | Razan Zahra | MCN |
| Managing Director | Peter Jacob | Current Global |
| Junior Associate | Umar Gulamnabi | Current Global |
| Account Director Senior Associate | Nikita Sidana Ariana Aaron | Current Global Current Global |
Client
| General Manager | Paul O’Callaghan | Harley-Davidson Dubai |
| Sales Manager | Chris Mardini | Harley-Davidson Dubai |
| Branch Marketing Head | Nastaran Amoori | |
| Consultant Urological Surgeon | Dr Talal Abdul Jabbar | |
| General practitioner | Fatemeh Aghanasiri |
Company Credits
| Entrant Agency | FP7 McCann Dubai |
| McCann Health Dubai | |
| PR | Current Global |
