Indian Motorcycle Saudi Arabia and Al Jazirah Vehicles have launched an innovative awareness campaign designed 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.
Based on biker behaviour of relying on hand signals to guide and protect their pack on the road – the campaign extends that same instinct for safety into the ride of life itself.
Therefore, Indian Motorcycle Saudi Arabia has introduced: Life Safety Hand Signs, a new set of gestures inspired by traditional biker signals. 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 prostate-specific antigen (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.’
“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 Marketing & CRM at Al Jazirah Vehicles Agencies Co. Ltd. and Head of Indian Motorcycles KSA.
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 KSA and Indian Motorcycle Riders Group organised a group ride, 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 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, AGA ADK, Executive Creative Director.
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.
And when it comes to health, life truly deserves more miles.
Credits:
Client
Ramzi Mouakassa – Director Marketing & CRM at Al Jazirah Vehicles Agencies Co. Ltd. and Head of Indian Motorcycles KSA.
Taher Al Rasheed – Deputy GM Indian Motorcycles KSA
Mohammad Al Ghamdi – Senior Digital Manager
Mohannad Al Ghamdi – IMRG President
Modhi Al Sarra – Social Media Lead
Mohannad Al Ghamdi – IMRG President
Mohammad Madani – Indian Motorcycles KSA Brand Ambassador
Agency: AGA ADK
Claude Abboud – General Manager
Massoud Hleis – Senior Communication Manager
Ghifar Al Alem – Social Media Manager
Dany Azzi – Executive Creative Director
Elie Matta – Senior Art Director
Jana Fahda – Senior Copywriter
Majd Abou Fadel – Senior Digital Designer
Anas Ibrahim – Content Creator
Lina Al Masri – Arabic Copywriter
Stephany Imad – Junior Digital Designer
