OPPORTUNITY

Build national awareness while procuring donations to support the much-needed efforts of Muscular Dystrophy Association (MDA) research.

 

RESULTS

Harley-Davidson and MDA have a long history of teaming up to fight neuromuscular diseases and with tens of thousands of riders converging in Milwaukee to celebrate Harley’s 115th anniversary, what better way to make a difference? So, we sponsor 6 riders from all corners of the country to document their journey on social media, encouraging friends, family, and followers to donate to MDA. In doing so, other riders making the trip created and shared individual or group sponsorship pages of their own, causing a cascading effect. 

 

The exact number raised was never shared with us, but due to corporate sponsorships jumping in to match proceeds and a few celebrity efforts, we heard rumblings of around $7MM, but don't quote us on that. Either way, it was quite the spectacle, picked up by newspapers and media outlets across the country. Adding greater awareness and financial stability to MDA and its causes, which are both deserved of and desperately need.​