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 for Harley’s 115th anniversary, it seemed a good time to do so once again. Choosing 6 riders from all corners of the country — to represent MDA and those families impacted by muscular dystrophy — we utilized the weeks leading up to the celebration to raise awareness and proceeds.
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Print / Wild Postings:
Event App / Social:
Individual and rider teams set up sponsorship pages promoted on MDA, Harley-Davidson, and their own personal social media channels. Through the app, family, friends, and followers could sponsor riders and/or donate directly to the cause, while staying connected to the riders through digital postcards in the form of online videos, commentary, and pics riders posted along their journey.
We designed 15 ride kits that were auctioned off at Harley's HQ. Each consisted of a branded saddle bag containing a bike flag, GPS mount, event cut patch, t-shirt, two tickets to the Harley-Davidson museum, and a VIP pass permitting its wearer to lead the pack during the 115th anniversary parade.

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