Western Cape rewards residents for healthy choices
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The Western Cape department of health in South Africa launched a pilot program in Mitchells Plain to encourage healthy habits among residents.
The WOWRewards program gives participants up to R100 (the South African currency) each month in food vouchers for activities like vaccinations, exercise, and timely medication refills. The department based the program on successful initiatives from Brazil and the private sector in South Africa, recognising that rewarding positive behaviours can reduce healthcare costs.
The program surveyed over 1,500 people to determine the most effective incentives, discovering that participants preferred food vouchers and exercise opportunities over options like electricity or airtime. Researchers chose Westridge, a community within Mitchells Plain, as the first location because of strong local interest. The department plans to expand the program to Knysna in early 2027, aiming to involve 2,000 adults in both urban and rural settings to assess the program’s effectiveness.
Officials hope the initiative will address declining immunisation rates, as recent outbreaks of diphtheria and measles resulted from fewer children receiving vaccinations. They also are discussing partnerships with Cape Nature, a conservation organisation, to offer access to nature reserves as a reward.
