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Discovery Vitality marks its 25th anniversary in SA with symbolic brand refresh and Summer with a V campaign

Press release -

Discovery Vitality marks its 25th anniversary in SA with symbolic brand refresh and Summer with a V campaign

Johannesburg, 15 December 2022 — Discovery Vitality today launches its Endless Summer with a V campaign.

To celebrate their quarter century and new brand refresh, Discovery Vitality will reveal the pink branding to coincide with their summer campaign during the December holidays. This includes a massive prize from Vitality Travel with Discovery Bank. Members can win a year of Vitality Travel – two free return flights a month for twelve months – for themselves and a partner.

Discovery Bank clients get an automatic entry into the prize draw but there are more ways to increase their chances of winning. They can earn another entry into the draw for every R250 (per transaction) spent on their physical Discovery Bank credit or debit card (in-store or online purchases) and get 10 additional entries when they book flights, holiday accommodation or car hire on the Vitality Travel platform.

“We will be visible at our major airports, The Lounge which is our pre-flight experience in partnership with SAA, and selected beaches around the country were chosen to launch our iconic beach umbrellas. In addition, we’ve recently revealed the coveted new Team Vitality running and cycling club kit,” says Celeste Williams, head of marketing at Discovery Vitality.

Why the change?

The orange hue that many have grown to strongly identify with Vitality has not disappeared completely; it is now seamlessly incorporated into the Vitality brand’s global corporate identity.

“Our unique pink is a representation of the power of our collective aim to get people healthier and keep them rewarded. Because a person who lives healthier, practices better driving habits, or manages their money well influences those around them,” says Williams.

“Collectively, not only does changed behaviour improve health, it helps save lives, increases life expectancy and reduces the burden on healthcare. This results in lower premiums and claims, which ultimately creates opportunity for more rewards for all our members – you. That is the value proposition of Discovery’s shared-value insurance model, the heart of which is Vitality,” she adds.

As part of the recent launch, the new Team Vitality kit and centurion T-shirts which rewards for members who have reached 100, 200 or 300 weekly Vitality Active Rewards goals were also shared.

“This isn’t just about fitness gear, it’s about tapping into a shared universal human truth – one that ultimately helps people feel connected to one another, united in a singular purpose collectively and highlights the power of goal-setting – to strive towards healthier living. And we’ve learnt that making people healthier and enhancing their lives starts with inspiring people meaningfully – at scale – in a way that moves them to action,” says Williams.

Importantly, the streamlined branding has been extended to the global Vitality community, which was born in South Africa and now comprises more than 30 million members in 40 markets, across six continents.

“Our global aim is to continue to be part of a worldwide movement towards good health and to increase opportunities for the innovation, integration, growth and societal benefits of positive behaviour change,” Williams says.

A global movement with big ambitions

In 25 years, Vitality has grown from a South African start-up to the world’s largest behaviour-change platform that consistently innovates to incentivise people towards better health. “Every campaign, partnership and marketing decision we undertake is about helping make people healthier and enhance their lives. All the aspects of the Vitality shared-value insurance model, including partnerships, health-promotion programmes, data and product and brand assets are part of a central aim to help build a healthier society, and therefore careful consideration has gone into this brand refresh,” Williams concluded.




Discovery information

About Discovery

Discovery Limited is a South African-founded financial services organisation that operates in the healthcare, life assurance, short-term insurance, banking, savings and investment and wellness markets. Since inception in 1992, Discovery has been guided by a clear core purpose – to make people healthier and to enhance and protect their lives. This has manifested in its globally recognised Vitality Shared-Value insurance model, active in 40 markets, impacting 40 million lives. The model is exported and scaled through the Global Vitality Network, an alliance of some of the largest insurers across key markets including AIA (Asia), Ping An (China), Generali (Europe), Sumitomo (Japan), John Hancock (US), Manulife (Canada) and Vitality Life & Health (UK, wholly owned). Discovery trades on the Johannesburg Securities Exchange as DSY. Follow us on Twitter @Discovery_SA

About Discovery Vitality

Vitality is the largest global platform for behaviour change, underpinning the insurance products of leading insurers worldwide, impacting 30 million lives in 40 markets. The Vitality model, established by Discovery Limited in South Africa, has been incentivising behaviour change amongst its clients for over 25 years. Vitality creates shared value by combining behavioural economics, clinical science, and financial incentives to encourage and reward members for taking steps to improve their health. The model began with a focus on health and wellness and has expanded to include short-term insurance, investments, and financial wellness. For more information, please visit the Vitality website or email the Discovery Media Relations team.


Zeenat Moorad

Zeenat Moorad

Press contact Senior Reputation Manager Banking | Vitality | Sponsorships
Sesona Ngqakamba

Sesona Ngqakamba

Press contact Reputation Management Consultant Banking | Vitality | Sponsorships

Our core purpose and values guide us in all we do. A clear and profound promise: to make people healthier and enhance and protect their lives.

Discovery is a shared value insurance company whose purpose and ambition are achieved through a pioneering business model that incentivises people to be healthier, and enhances and protects their lives.

Discovery Limited
Discovery Group Limited, 1 Discovery Place, Sandton
2196 Johannesburg
South Africa