Nokubonga Ndlovu|Published
The Western Cape Department of Health and Wellness has launched South Africa’s first public healthcare rewards initiative, bringing an incentive-based wellness model to public sector patients.
The initiative, WOWRewards, kicked off as a long-term pilot in Westridge, Mitchells Plain. The initiative offers small financial incentives to help residents build long-term routines before chronic health issues arise.
Western Cape Minister of Health and Wellness Mireille Wenger emphasised bridging the gap between private and public healthcare offerings.
“While rewards programmes are familiar to many private medical scheme members, the majority of South Africans rely on public healthcare,” Wenger said.
“Prevention is better than cure, but making healthy choices is not always easy.
Through WOWRewards, we want to give people a little extra encouragement to take steps that can make a lasting difference to their health.”
Key programme features & eligibility
The initiative is open to residents of Mitchells Plain who make use of public healthcare facilities and are 18 and older. The programme will be expanded to Knysna in early 2027.
The aim for this initiative project is to enrol up to 2 000 active participants across the two locations to test its operation in both metro and rural settings.
Participants will be able to earn up to R100 worth of rewards every month for completing approved activities relevant to their circumstances. These include:
- Booking antenatal care before 20 weeks of pregnancy and attending scheduled visits.
- Taking part in approved community exercise sessions and recognised parkrun events.
- Participating in weight monitoring.
- Keeping children’s routine immunisations up to date.
- Collecting scheduled chronic medication parcels on time.
- Completing short learning modules on pregnancy and caring for a newborn.
Once an activity has been verified, the applicable reward will be issued through the Zlto digital platform. WOWRewards builds on the community networks of Western Cape on Wellness (WOW), working with Zlto and local partners to help residents register and participate.
Long-term vision for public wellness
Department officials view the initiative as an essential step toward reducing the long-term burden on the public healthcare system through preventative habit formation.
Dr. Saadiq Kariem, Chief Operating Officer for the provincial Department of Health and Wellness, highlighted the evidence behind the strategy: "Research has shown that regular exercise combined with healthier eating habits significantly reduces the prevalence of chronic diseases in people, improves one’s mental well-being, and reduces weight—all of which significantly improve one’s quality of life.”
Provincial health leadership will monitor participant engagement throughout the initiative phase to determine whether the programme successfully sustains healthy behaviour change and warrants a broader rollout across the province.
Wenger emphasised the learning-oriented approach of the trial, noting, “As this is a pilot initiative, we will adapt and learn as it progresses. Our long-term goal is to assess whether these incentives effectively encourage individuals to adopt and maintain healthier lifestyle habits. ”