Western Cape launches public healthcare rewards programme in South Africa
The programme, introduced as a long-term pilot, will test whether financial incentives can encourage people to take practical steps to improve their health.
SOUTH AFRICA— The Western Cape Department of Health and Wellness has launched WOWRewards in Mitchells Plain to encourage residents to adopt healthier habits and to use preventive healthcare services more consistently.
The programme, introduced as a long-term pilot, will test whether financial incentives can encourage people to take practical steps to improve their health.
It is designed for users of the public healthcare system, extending a rewards-based approach commonly associated with private medical schemes to communities that depend on government-funded services.
Speaking at the launch, Western Cape Minister of Health and Wellness Mireille Wenger said the initiative would explore how incentives could encourage healthier choices among residents who rely on public healthcare.
“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,” Wenger said.
Pilot targets 2,000 participants
The programme is initially open to Mitchells Plain residents aged 18 and older who use public healthcare facilities.
The department plans to extend the pilot to Knysna in early 2027, aiming to enrol up to 2,000 active participants across both locations.
The two sites will allow the department to assess how the programme operates in metropolitan and rural settings.
The findings could inform decisions about its effectiveness, implementation costs and potential expansion to other communities.
Participants can earn up to R100 (US$5.50) in rewards each month by completing approved health-related activities suited to their circumstances.
Eligible activities include booking antenatal care before 20 weeks of pregnancy and attending scheduled appointments, participating in approved community exercise sessions and recognised parkrun events, and taking part in weight monitoring.
Other qualifying activities include keeping children’s routine immunisations up to date, collecting scheduled chronic medication parcels on time and completing short educational modules on pregnancy and newborn care.
Once an activity has been verified, participants receive the applicable reward through the Zlto digital platform.
The initiative draws on Western Cape on Wellness (WOW) community networks, alongside Zlto and local partners, to help residents register and participate.
Incentives support preventive healthcare
Dr Saadiq Kariem, chief operating officer of the provincial Department of Health and Wellness, said the initiative aims to influence everyday decisions about physical activity, diet and other behaviours that affect health.
Regular exercise and healthier eating can help reduce the risk of chronic diseases, support mental well-being and improve weight management.
Encouraging these behaviours could also support efforts to reduce the long-term burden of conditions that require sustained treatment and monitoring.
For public healthcare providers, the pilot offers an opportunity to test whether small incentives can improve engagement with preventive services and adherence to routine care.
Activities such as timely medication collection, childhood immunisation and early antenatal visits are particularly relevant because missed appointments and delayed interventions can complicate care and increase pressure on health services.
The programme also introduces an operational model that combines digital reward distribution with community-based participation and verification.
Implementing it will require the department and its partners to monitor enrolment, participation, reward claims, and ongoing engagement to assess whether the approach delivers measurable benefits.
Wenger said the pilot would generate evidence on whether rewards help residents establish and maintain healthier habits.
The department will use the findings to identify improvements and assess the programme’s potential for expansion.
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