Campaign urges men to get tested for prostate cancer

Indian Motorcycle Saudi Arabia and Al-Jazirah Vehicles have launched an innovative awareness campaign to steer the Kingdom’s riding community toward early prostate cancer detection.
Built on a powerful human insight that life and riding share the same rhythm of smooth stretches and unexpected bumps, the campaign reimagines the language of motorcycle safety. Bikers rely on hand signals to guide and protect their pack on the road; this campaign extends that same instinct for safety into the ride of life itself.
To capture the attention of motorcycle enthusiasts nationwide, Indian Motorcycle Saudi Arabia introduced the Life Safety Hand Signs, a new set of gestures inspired by traditional biker signals. But unlike the familiar signs for turns and stops, these signals carry a deeper message: urging men over 40 to take early screening for prostate cancer seriously.
Each gesture serves as a symbolic reminder of the importance of a simple PSA blood test — an easy, early check that could uncover invisible dangers long before they become life-threatening. The campaign’s core message resonates through the community with strength and clarity: “Man up. Get checked early. Life deserves more miles.”
The initiative launched with a series of teaser messages, leading to the reveal of an online film and visual content showcasing the Life Safety Hand Signs. Designed with rider culture in mind, the visuals and language spoke directly to bikers, offering accessible tips and straightforward steps for early prostate cancer detection.
To bring the message from screens to streets, Indian Motorcycle Saudi Arabia and IMRG organized the Ride for Health, one of their most meaningful journeys to date. Riders united with purpose, cruising together toward a dedicated medical checkpoint where every participant underwent a PSA blood test. What began as an awareness campaign evolved into real-life action — bikers not only heard the message, they lived it.
“Our objective was to create a meaningful campaign that would not only spotlight the importance of early detection, but mobilize an entire community, shifting awareness into action and action into a movement,” said Ramzi Mouakassa, director of marketing and CRM at Al-Jazirah Vehicles Agencies and head of Indian Motorcycles Saudi Arabia.
“Our challenge was how to genuinely connect with the biking community. Through a key insight, we developed an entirely new set of signals — the Life Safety Hand Signs — transforming our awareness message into something bikers could instantly relate to and engage with,” said Dany Azzi, executive creative director at AGA, a communications agency in the MENA region.
The campaign achieved remarkable reach, resonating not only within the riding community but also beyond, transforming early detection awareness into a movement With this initiative, Indian Motorcycle Saudi Arabia has reinforced a simple truth: whether on the road or in life, safety begins with awareness.