Opportunity: Build national awareness, while procuring donations to support the much-needed efforts of MDA research.

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Insight: Harley-Davidson and MDA have a long history of teaming up to fight neuromuscular diseases. With tens of thousands of Harley riders converging in Milwaukee to celebrate Harley’s upcoming 115th anniversary, let's team up again?

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Solution: Sponsor six riders from all corners of the country to document their journey to Milwaukee on social media. Create a gamification app that encourages friends, family, and followers to donate to the cause through their. Persuade other riders making the trip to also support MDA by creating and sharing their own individual or group sponsorship page.