Splashed all over the national newspapers, radio and TV last week was the launch of PruHealth, a private medical insurance company that will reduce policyholders' premiums as a reward for becoming more healthy.
By attending gyms or having annual check-ups, policyholders can see their premiums plummet while increasing their life expectancy.
The Diary attended the company's launch in Johannesburg and Cape Town – a three-day fest of booze, rich food, smoking and very little sleep.
While not exactly portraying a healthy lifestyle, PR James Murray enlightened the Diary on bigger picture. “PruHealth is all about improving yourself. So the best way to take advantage of it is to start from the lowest level of health and work your way up,” he says.