Project Description

Phila is a new movement that promotes a holistic approach to wellness, which begins with a positive health attitude, and ends in a long and healthy life for all. The movement encourages knowing one’s health status, increased physical activity, healthier eating, adherence to treatment, good sexual health and a safe, nonviolent society.

This is a National Department of Health response to the urgent health challenges faced by all South Africans, such as diabetes, obesity, hypertension, heart disease, lack of exercise, smoking, excessive drinking and unsafe sexual practices. These challenges have contributed to four epidemics that currently prevail at the same time; these are Non-Communicable Diseases, HIV and AIDS, TB, Violence Injury and Trauma, Mother-Child-Woman Health. The campaign reaches individuals of all ages, aiming to shift their health-related belief systems and behaviour by exposing them to integrated motivational health messages through innovative mass media communication.

THE MOMENT

Phila tells you what is the current situation for your specific illness

THE POWER OF KNOWING

It informs you of the facts you need to know about a health topic

THE GET UP

It provokes you to question your attitude toward your current behaviour

THE ACTION

It suggests the actions you need to take

THE FUTURE

It suggests how you can sustain the change

Phila uses various media platform and health events to demonstrate the idea of approaching health holistically. Through TV, radio, print, out of home and digital media the message is spread across all South Africans, from key and vulnerable populations, mothers, men, women and children.

Click here to view all TV ads

Gallery