Health Awareness Month: One Doctor’s Call to Action for SA’s Future

Another month, another calendar full of health awareness days. April is Health Awareness Month in South Africa – and this year, it comes with a timely reminder as flu season approaches.

To be aware of awareness may seem redundant, but in the case of healthcare, it’s a lifesaving, nation-building skill. This may seem like just another month, but for Dr Moratwe Masima, medical doctor and Profmed spokesperson, it carries a profound significance for South Africa’s welfare.

Dr Moratwe Masima

“To be aware of our health is to be encouraged to reflect on all aspects of our wellbeing,” says Dr Masima. “Awareness reminds us to be proactive rather than reactive, which is a critical action in a country where preventable diseases still claim far too many lives.”

And right now, being proactive also means preparing for flu season – which typically peaks in South Africa between May and August. “April is the perfect time to take action,” she says. “It’s not just about protecting yourself, but protecting those around you, especially young children, the elderly, and people with chronic conditions who are more vulnerable to serious complications from flu.”

Dr Masima says South Africa faces a dual burden of disease. On one side, there’s a worrying increase in non-communicable conditions like diabetes, hypertension, and cancer (often linked to societal lifestyle changes). On the other side, we struggle against persistent infectious diseases like HIV, TB, and malaria, which have impacted communities for years – and now, each flu season poses an added annual threat. According to the World Health Organisation, more than half of all deaths in South Africa are attributed to these non-communicable diseases, highlighting the urgent need for comprehensive health strategies and community support.

“Awareness is not just about knowing the risks – it’s about breaking stigma, improving access to essential services, and empowering people to make better choices,” says Dr Masima. “In under-resourced communities, we see the difference it makes when we go into clinics and speak directly to people – especially mothers – about how to care for themselves and their children.”

Awareness saves lives

Just looking at April, awareness days like World Autism Awareness Day (2 April) and World Haemophilia Day (17 April) are more than symbolic gestures – they serve as crucial platforms for challenging harmful misconceptions.

“In the case of autism, there’s still a widespread – and false – belief that it’s caused by vaccines or bad parenting. That’s simply not true,” says Dr Masima. “Autism is a neurodevelopmental condition, and autistic individuals can experience deep empathy, even if they express it differently.”

Many people assume that haemophilia only involves bleeding from cuts or that it’s no longer a problem in modern medicine. “The real danger is internal bleeding – in joints, muscles, and even in the brain. And while it’s more common in males, women can be carriers and suffer complications, too. Access to treatment in South Africa remains a serious challenge.”

Even for World Malaria Day (25 April), which is often dismissed as a non-issue by most, still affects regions like Limpopo, KwaZulu-Natal, and Mpumalanga. “People think if they don’t have a fever, it’s not malaria, but it can present with vague symptoms. I’ve seen many patients in Gauteng with travel histories who didn’t realise they were infected.”

Perhaps the biggest one is World Health Day (7 April). This year’s theme – Healthy Beginnings, Hopeful Futures – couldn’t have been timelier. Dr Masima believes it shines a healthy light on maternal and newborn health, calling for better care for women and children in their most vulnerable moments. For Dr Masima, this is deeply personal.

“Every day I see babies come into the clinic malnourished or unwell because there wasn’t enough support in those critical early stages,” she explains. “The first 1,000 days of life shape a child's entire future. If we don’t talk about it, we won’t change it.”

The role of healthcare providers and medical aid

When improving access and outcomes, Dr Masima says healthcare providers must do more – especially when bridging the gap between public and private sectors. “I rarely see private healthcare providers step into our communities, even though the funding exists. Awareness campaigns need to be supported at all levels. In my work with Profmed, I have seen the impact when they truly lean into an awareness day.”

According to Profmed Clinical Executive, Justine Lacy, awareness and prevention are a win-win for both medical schemes and members. “If we can lower the burden of disease through proactive education and preventative medicine, the cost of healthcare will come down and the healthcare system wouldn’t be so overrun.”

When choosing a medical aid, Lacy says people need to look beyond price and become more aware of your healthcare needs. “Ask yourself what value it offers – does it support your health goals, cover chronic conditions, mental health, maternity care, and screenings? The right plan should help you live well, not just survive an illness.”

Your health is your foundation

Ultimately, Dr Masima leaves South Africans with one powerful reminder: “Your health is your foundation and the most valuable asset you own. Prioritising it is not selfish – it’s essential. Health awareness is not about fear; it’s about freedom – the freedom to live fully, to love deeply, and to be present in your own life.”

As South Africa marks Health Awareness Month – and flu season draws near – the message is clear: it’s time to listen, learn, and take action. “When we know better, we can do better. And when we do better, we build a healthier, stronger nation for all,” concludes Dr Masima.