Gauteng Health MEC to Launch the “I Serve with a Smile” Campaign at Sebokeng Regional Hospital

On Wednesday, 30 July 2025, the Gauteng MEC for Health and Wellness, Nomantu Nkomo-Ralehoko, will officially launch the highly anticipated “I Serve with a Smile” campaign at Sebokeng Regional Hospital. Rooted in the Batho-Pele principles, this initiative seeks to transform the healthcare experience for patients throughout Gauteng.

The campaign is part of a broader effort to improve the quality of healthcare services in the province. It works by promoting a culture of compassion, warmth, and respect within health facilities. The goal is to encourage health workers to engage with patients in a way that fosters trust and comfort. This will ensure that every patient feels valued and supported when seeking care.

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The Heart of the Campaign: Warmth and Compassion

The “I Serve with a Smile” campaign seeks to instil in healthcare workers the importance of maintaining a positive and caring attitude. This attitude is vital when serving patients. MEC Nomantu Nkomo-Ralehoko emphasised that this attitude is key to providing quality care. “The ethos of the ‘I Serve with a Smile’ movement is about the power of a positive attitude in healthcare. It’s not just about the medical treatment we provide but the way we engage with patients, making them feel respected and cared for,” she explained.

The MEC’s reflection on service delivery underscores that improving patient experiences extends beyond just medical service delivery. It encompasses the manner in which patients are treated at every level of healthcare delivery. By focusing on both the technical and emotional aspects of care, the campaign aims to change the culture in Gauteng. It aims to build a healthcare system where patients feel like they are in safe hands.

The Batho-Pele Principles: A Foundation for Service Excellence

The “I Serve with a Smile” campaign is firmly rooted in the Batho-Pele principles. These guidelines are designed to improve public service delivery in South Africa. Batho-Pele means “People First” in Sesotho. It encourages public servants to place the needs of the people they serve at the heart of their work. The principles of Batho-Pele include access, consultation, service standards, and openness. All of these are integral to the success of the campaign.

By aligning the campaign with these principles, the Gauteng Department of Health reinforces its commitment to patient-centric healthcare services. The department urges health workers to embody these values so they hear every patient, address their needs promptly, and treat them with dignity.

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Transforming Patient Experiences

The “I Serve with a Smile” initiative is more than just a slogan – it represents a commitment to transforming healthcare delivery. It seeks to change the patient experience in Gauteng’s hospitals and clinics. This ensures that people receive medical care and find themselves in a compassionate environment where they feel welcomed.

For patients, the new initiative means more than just better healthcare. It is about feeling respected throughout their journey in the healthcare system. Whether it’s the first point of contact at the reception or interactions with nurses and doctors, the goal is to ensure a positive and supportive experience.

A Step Towards Long-Term Cultural Change

This campaign is launching at Sebokeng Regional Hospital. It is part of a broader effort to implement similar initiatives across Gauteng. The launch event serves as a starting point for a province-wide rollout. It aims to foster a lasting cultural change in the healthcare system.

The MEC’s launch at Sebokeng Regional Hospital will take place from 09:00 AM to 1:00 PM. It will feature speeches, discussions, and the campaign’s official introduction to hospital staff. By starting at one of the province’s key facilities, the campaign seeks to create a ripple effect across other hospitals and clinics.

Inviting Media and the Public’s Engagement

The launch event is open to the media. It will feature important discussions about how the “I Serve with a Smile” campaign can elevate public health sector standards. Media representatives are invited to attend the event at Sebokeng Regional Hospital’s Nurses Hall. For confirmation and inquiries, media can contact Ms. Lerato Sedulawesi at 0834671780 or email [email protected].

The Gauteng Department of Health encourages the public to get involved by submitting feedback. People can send complaints and compliments through the department’s dedicated channels. This includes the patient complaints email ([email protected]), SMS line (35023), or 24-hour customer service line (0800 203 886).

A Call to Action

Through the “I Serve with a Smile” campaign, the Department is taking action to improve patient experiences in Gauteng’s facilities. This initiative is about better service and embedding a culture of empathy and dedication to public service within the healthcare workforce.

As the campaign progresses, it will continue to raise awareness of health worker roles in shaping patient experiences. It will encourage all involved to serve with warmth, professionalism, and positivity. The initiative aims to transform healthcare in Gauteng by ensuring that patients receive high-quality care and feel respected and valued throughout their healthcare journeys.

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Improving Healthcare

The launch of the “I Serve with a Smile” campaign at Sebokeng Regional Hospital marks an important milestone in improving healthcare in Gauteng. As the campaign spreads across facilities, it promises to create a culture where patients receive care and respect. Through this initiative, the Department aims to transform service delivery. The campaign promotes the delivery of healthcare with compassion, respect, and a warm smile at all times.