ABOUT

Background
For the past few years, Thai Health Promotion Foundation’s objective has been to encourage people to reduce their sodium intakes; however, research states that the average Thai person consumes more than one teaspoon of sodium per day, which is two times more than what the WHO organization recommends. One of the main habits that cause this health problem is auto-pilot habit of seasoning food before tasting it. Thus, how can we create a more convenient and consistent way to convey the message and encourage Thais to season less.

Creative Idea
To solve this problem, we simplified the message that "the more seasoning, the more sodium you store, and the more you risk your life," by creating a stunning visual of seasoning spoons that stored sodium from each meal for a year, encouraging audiences to be sodium-aware and rethink before adding more seasoning.

Strategy
Finding the real cause of the exceeding daily sodium intake, unlike Western food that cooks control and dictate the taste, Thai food customs spoil consumers by allowing them to adjust the taste before taking their bites. Every restaurant will prepare sauces for their customers to personalize their tastes, so that this becomes an auto-pilot habit to season even before they taste. This subconscious habit makes them store more sodium than they need in every meal, which can cause fatal diseases. Thai Health Promotion Foundation wants to encourage Thais to consume less sodium. Thus, the online film was used to communicate important and impactful information to the public in the simplest way possible to wake them up from the incorrigible habit today.

Execution
To communicate this message in an entertaining way, we collaborated with the Thai Health Promotion Foundation to launch a campaign featuring the daily life of a young man who is eating food at a local restaurant. He automatically adds more spoonful of fish sauce without even tasting the food, like every Thai does. He finds that only 1 spoon of additional seasoning is nothing. However, the sum of excessive sodium in a year is overwhelming, as provocative evidence is visualized in the film with hundreds of teaspoons used for fish sauce stuck with him to encourage the message "Less seasoning, less salt, less disease."

Results
As recognized throughout social media and community application, this film is currently going viral, especially on the Line application, which Thai people usually use for updating and forwarding real-time news. Moreover, it receives a lot of positive feedback on marketing websites such as Campaign Brief Asia, Marketing Oops. People are excited to watch this ad, we gain gross rating point (GRP) 27% more than previous campaign on the Thai Health Promotion Foundation. We gain more than 2 M. impressions on the first TVC launching, 46 M. impressions and 6 M. view of online video.