The Campaign

Since unhealthy eating behaviours are hard to change we decided to tackle how Thais eat their food. In cooperation with Thai Health Promotion Foundation, we created “AbsorbPlate,” The world’s first innovative design that makes Thai food less greasy and allow Thais to eat each meal healthier. Hundreds of tiny holes, inspired by the texture of sponge, make AbsorbPlate able to separate excess oil from food before people eat it. The plate can reduce up to 7 ml of grease or approximately 30 calories per plate. The plates were designed to be easy to wash. In order to eat healthier, all they need to do is just continue their regular eating behaviour on our plate.

Creative Execution

AbsorbPlate is a design innovation that gives a smart solution on health problems in every meal. We designed hundreds of tiny holes inspired by the texture of sponge, which allow AbsorbPlate to separate excess oil from food before people eat it. The plate can reduce up to 7 ml of grease, approximately 30 calories per meal. More than 10,000 AbsorbPlate were implemented in touch-points where our targets have their meals every day nationwide: local restaurants, universities, schools, office buildings and food courts . Each plate that was given is still in use and reducing more than 1,000,000 calories everyday from meals since launched.

AbsorbPlate is a sustainable way for Thai people to eat healthier effortlessly. We have delivered more than 10,000 plates to hundreds of restaurants across the country and the delivery is growing. The campaign impacts more than 30,000 meals daily and reduces more than 1,000,000 calories per day. This effort has made Thailand’s obesity growth rate decreased by 9% compare to the same period last year. Most importantly Thai people can enjoy their regular meals in a healthier way.

Thai Health Promotion Foundation’s mission is to improve the health of Thai people by getting them to eat healthier. AbsorbPlate is a creative invention that—instead of persuading Thais to eat healthy—penetrates into Thai meals and work actively to make each meal instantly healthier without requiring their behaviour change. The result is measurable and instant in every meal, resulting in a 9% decrease in Thailand’s obesity growth.