Western Cape Government: Women of Worth

Bona is South Africa's most read consumer magazine, the only magazine published in 4 languages, with a national reach of over 3 million. In the Western Cape, South Africa, the Government offers free medical services for women.
Yet most don't make use of these services because they are too busy taking care of everyone else to worry about themselves.

So Bona and the Department of Health formed a partnership. Together they launched Women of Worth. A promotion that encouraged women to go for their free heath check-ups by rewarding them with an invite to a special event. Here they were pampered and entertained whilst being educated on women’s health issues.