Novo Nordisk urges South African men to prioritise healthier living in new awareness campaign

Johannesburg, 10 September 2026 -  Many Gen X and millennial men in South Africa grew up with role models  whose success was measured by promotions, salary size, awards, trophies, accolades or even compliments. Today, data suggests we should be keeping score a bit differently.

For modern men and dads, careers, comfort and compliments are still good, of course, but reports like the State of South Africa’s Fathers 2024 (SOSAF 2024) emphasise the growing need for South African fathers who are healthier and more present; for their families, children and for their own peace of mind.1

This is the thinking behind a new awareness campaign launched by Novo Nordisk.

In a series of online videos, renowned names in South African sport have added their voices in support of the concept of “living lighter” for South African men. Mamelodi Sundowns and Bafana Bafana Defender Grant Kekana, Bafana Bafana Goalie Reyaad Pieterse and Sharks and Springbok Rugby Frontrower Trevor Nyakane all open up candidly about why they value healthy living, on and off the field.

Reabetjoe "Rea" Mokoko, known to many as The Cooking Dietitian and a dietitian for many top sports stars, joins the conversation, emphasising that healthier eating doesn't have to mean abandoning the meals South Africans grew up with.

Her approach focuses on practical, affordable changes using familiar ingredients and simple cooking techniques that families can sustain over time. Healthy eating, she believes, should fit into everyday life rather than compete with it.

Why living lighter can benefit SA men

According to the South African Heart Foundation, about 31% of South African men are classified as overweight or obese. Obesity may increase your risk of having a heart attack, stroke or numerous other health problems. Among these are high blood pressure, certain cancers, diabetes, gallstones, sleep apnoea and degenerative joint disease.2

It’s harder for a dad to kick a ball around with his children, go on a long family walk instead of watching from the sidelines, or still have something left in the tank at the end of the day if they’re overweight.

Professional athletes make a career out of optimising their health. Recovery, nutrition and everyday habits all influence how they perform on the field. While most of us aren't preparing for a cup final, there are lessons in that approach that resonate well beyond professional sport.

As South African Rugby Legend Trevor Nyakane explains in discussion with Rea, being healthy goes beyond being a professional athlete: “There’s life after rugby. It’s knowing that, as soon as I’m done, I can live longer for my daughter and my wife, as a healthier person.”

On consulting healthcare professionals when necessary, he adds, “We men don’t like doing all these checks, but it is very important. It’s not just about when you’re still playing. It’s all about a healthier me.”

Watch Trevor’s video here.

Soccer star Grant Kekana speaks candidly about his struggles with weight loss, saying, “I was feeling very heavy. I felt like I was carrying a monkey on my back; feeling really tired. There were games where I hoped I’d make it through the first half.

I never really understood why I felt the way I was feeling until I asked questions.”

Find out more about how Grant overcame his challenges in his video here.

On diet, Rea adds, “Healthy eating doesn't mean you have to eat boring, tasteless food,” and “A simple daily habit could make a big difference.” She highlights that small changes can include reducing portion size, increasing water intake or consuming healthy fats and fibre.

Following the recent Cardiometabolic Summit, hosted by Novo Nordisk, she emphasised, “There should be no shame associated with weight gain, and if you have tried it all to shed the weight but you’re still not getting anywhere, speak to a healthcare professional. Get the necessary help before the onset of other conditions such as type 2 diabetes or hypertension.”

The Novo Nordisk Care online portal is a free resource that can help you take the first “small step” by calculating your BMI (Body Mass Index), finding a healthcare professional or learning more about factors that influence weight gain.3

“Health is no longer only something to think about after a diagnosis or a warning from the doctor. For many fathers, it has become part of showing up for the people who rely on them every day,” says Sara Norcross, Vice President & General Manager, South Africa, at Novo Nordisk.

She adds, “Health often slips down the priority list because life gets busy. Work, family and everyday responsibilities naturally come first. Looking after your health isn't about trying to be perfect. It's about giving yourself the best chance to keep doing the things you enjoy with the people you care about. Small changes made consistently can have a meaningful impact over time."

Whether it's kicking a football around in the garden, taking the dogs for a walk or simply having enough energy for one more bedtime story, the scorecard can be changed.

For more sound advice on hassle-free healthy eating and interviews with Reyaad, Trevor and dedicated SA dad Neo and Stephen, visit the NovoNordiskCare portal here.

References:

1. The State of South Africa’s Fathers. Available at: https://www.ahri.org/wp-content/uploads/2025/02/State-of-South-Africas-Fathers-SOSAF-2024-Report.pdf
2. South African Heart Foundation – Healthy Weight. Available at: https://www.heartfoundation.co.za/healthy-weight/
3. Novo Nordisk Care. Available at: https://www.novonordiskcare.co.za/