Free taster of Vitality rewards gets South Africans moving
Participants were offered reward points they could redeem for coffee, smoothies, groceries and gadgets, if they increased their physical activity and improved their driving
Approximately 440,000 people took up the offer of a free taste of insurer Discovery’s rewards programme, Vitality, which offers incentives to get people to exercise more and drive better. Dubbed the “Vitality Open”, the 10-week brand building exercise that kicked off in mid-September attracted a total of 550,000 people, 80% of whom were not members of Vitality. Participants were offered reward points they could redeem for coffee, smoothies, groceries and gadgets, if they increased their physical activity and improved their driving. The more people exercised, and the fewer poor driving events they recorded, the more points they got. The result of the programme, released on Monday, show new participants increased their physical activity by 34% over the 10-week period, and almost a third of them improved their driving enough to significantly reduce their risk of accidents. Worldwide more than 5-million people die prematurely as a result of sedentary lifestyle and more than 1.25-million...
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