Its Vitality programme offers have in the past tended to be from companies offering health and fitness services or products. But it is now rewarding its clients with discounts from Cineworld, Eurostar and Mark Warner.
Members of PruHealth can now earn Nectar bonus points as well as Vitality points when buying fresh fruit and vegetables in Sainsbury's.
PruHealth is also running a new campaign, which offers cheaper health insurance for people who adopt healthy lifestyles.
The Help Yourself campaign, developed by ad agency Rapier, highlights simple activities that can make a difference to a person's health. It is supported by a mix of unusual outdoor activities, including fresh fruit and tennis balls dispensers at bus shelters, free-branded Frisbees in the park and free water is busy commuter stations.
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