DISTINGUISHED GENTLEMAN'S RIDE
CLIENT: DISTINGUISHED GENTLEMAN'S RIDE
The Distinguished Gentleman’s Ride was founded in Sydney, Australia by Mark Hawwa. The event was inspired by a photo of Mad Men’s Don Draper astride a classic bike and wearing his finest suit. Mark decided a themed ride would be a great way to combat the often-negative stereotype of men on motorcycles, whilst connecting niche motorcycle communities together.
On Sunday September 24th 2017, tens of thousands of distinguished gentlefolk in hundreds of cities worldwide donned their cravats, tweaked their moustaches, pressed their tweed and sat astride their classic and vintage styled motorcycles to raise funds and awareness for men’s health, specifically prostate cancer and men's mental health.
DGR has more than enough riders; it was their never ending goal to increase donations and spread awareness outside of the motorcycle community that brought the agency and DGR together.
MAW Communications were engaged during the months of August & September 2017 to garner mainstream media attention in the lead up to, during and post-ride.
In 2017, the Distinguished Gentlemans ride reached over 50,000,000 people worldwide, thanks dozens of pieces of coverage across radio, print, online and broadcast – coverage all secured right here in Australia by MAW Communications.
Story’s and interviews with DGR’s founder, Mark Hawwa, were published in leading titles such as the Sydney Morning Herald, The Age, The Daily Telegraph and The Daily Mail. Each major station (Channel Seven, NINE & TEN) attended the ride in various states across Australia.
Donations increased from 3.5 Million USD the previous year to nearly 5 Million USD (6.5 Million AUD) in 2017.
Even one of our own got involved!