Harley Davidson Bikes are driving cancer awareness in men’s health month
This Men’s Health Month, the Dubai Chapter of the Harley-Davidson motorcycle club has taken centre stage in a bold, fast-spreading initiative to raise awareness of prostate and testicular cancer across the GCC—two topics that remain challenging to address openly in the region.
Launched just a week ago, the tongue-in-cheek campaign video has travelled far beyond the UAE. With tactful humour layered over a serious message, the film has gone viral organically, generating over 100,000 impressions within days and reaching audiences in Prague, Madrid, Malta, Saudi Arabia, Muscat, Mumbai, Pune, and Lebanon, among others.
The initiative was developed by a Dubai-based creative agency committed to delivering health messages in ways that feel human, relatable, and impossible to scroll past. Their goal: reach a broad cross-section of men across the GCC and reinforce the importance of regular screening for prostate and testicular cancer.
Prostate cancer remains one of the most common cancers affecting men across the UAE, Saudi Arabia, and the wider GCC. Testicular cancer, while representing a smaller proportion of male cancers overall, is increasing among younger men. Globocan 2022 and regional national registries (up to 2023) highlight the need for more proactive awareness and early detection.
At the heart of the film is The Tough Nuts Choir – a group of burly Harley-Davidson Dubai Chapter riders who trade their typical tough-guy image for choreography, charm, and an undeniably catchy tune. Shot against Dubai’s iconic Half Desert backdrop, the choir delivers simple, disarming lyrics about the importance of early screening.
The video’s effectiveness lies in its accessibility. By removing the fear factor and avoiding clinical language, the message becomes easier for men to absorb and easier for their friends and families to share. And share they have.
The campaign has resonated not only with men, but with women who have been actively tagging husbands, brothers, fathers, and friends to encourage conversations that often never begin.
