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.