LESSSALT

Silver Spike

Case Film

Presentation Image

TitleLESSSALT
BrandTHAI HEALTH PROMOTION FOUNDATION
Product / ServiceTHAI HEALTH PROMOTION FOUNDATION
CategoryB02. Non-profit / Foundation-led Education & Awareness
EntrantCJ WORX Bangkok, THAILAND
Idea Creation CJ WORX Bangkok, THAILAND
Media Placement SPORE Bangkok, THAILAND
PR SPORE Bangkok, THAILAND
Production BOBEYEVIEW Bangkok, THAILAND

Credits

Name Company Position
Saharath Sawadatikom CJ WORX Chief Creative Officer
Saharath Sawadatikom CJ WORX Executive Creative Director
Saharath Sawadatikom CJ WORX Art Director
Saharath Sawadatikom CJ WORX Copywriter
Natkanate Ruengrujmethakul CJ WORX Creative Director
Natkanate Ruengrujmethakul CJ WORX Art Director
Natkanate Ruengrujmethakul CJ WORX Copywriter
Suparkorn Kansamread CJ WORX Art Director
Satawat Tangpuangporn CJ WORX Copywriter
Kritchanon Srisawai CJ WORX Copywriter
Benjawan Sengtee CJ WORX Producer
Rotjarin Sangteerapanit Spore Bangkok Social Media Group Head
Pruksa Houlraluck Spore Bangkok Social Media Senior Art Director
Raphatsorn Paphatchaya Spore Bangkok Social Media Copywriter
Chawana Keeratiyutamonkul CJ WORX Managing Director
Warapan Pornpichitpan CJ WORX Business Director
Pinpinat Piyatataungvara CJ WORX Associate Business Director
Somrutai Jaramornburapong CJ WORX Account Manager
Natcha Assavamakmanee CJ WORX Account Executive
PALIN SANTAVANOND CJ WORX Account Executive
Theerawut Sathitphattarakul Spore Bangkok Communications Manager
Khwanchanok Poochaiwattananon CJ WORX Asst. Digital Planning Director
Tunyanut Somboon Spore Bangkok Media Planning
Sereephap Sourtanglai CJ WORX Digital Designer

Why is this work relevant for PR?

LESSSALT has been used as a tool for educating people who are at risk of critical illnesses due to high salt intake with knowledge about reducing the right amount of salt. We started to promote the campaign at the World Kidney Day event at the right place and at the right time. Famous doctors and nutritionists including celebrities and social influencers educating and helping spread our campaign until becoming a viral phenomenon that many media talk about and share. We also distributed LESSSALT through the country as teaching materials in communities, hospitals, and schools.

Background

Nowadays, Most Thais consume double amount of salt comparing to the global standard. The main reason is that they put too much salt in food while cooking, resulting in an average of 22 million Thais have been affected by kidney disease, heart disease, high blood pressure. In addition, many serious health risks involved have led to over 3,208 million US dollars in medical expenses nationwide. Thai Health Promotion Foundation aims to make Thais healthier by reducing salt intake from cooking to every meal.

Describe the creative idea (20% of vote)

We found a solution by starting to manage the amount of salt per meal in a simple way. According to the WHO recommendation, people should consume no more than 2,000 mg. of sodium per day or 600 mg. per meal. It can be said that people need to put salt in food no more than 1/3 teaspoons of salt per meal. Introducing LESSSALT, the spoon is designed for Thai people to recognize the right amount of salt for cooking which is 1/3 of a teaspoon per meal. When it comes to the time Thai people have to put salt, they will be able to get the right amount of it immediately. In order to help people remember the right amount of salt when using a regular teaspoon for cooking, this means that without a LESSSALT spoon, they can still scoop salt in the correct proportion.

Describe the PR strategy (30% of vote)

Since changing Thai people's behavior is difficult, we have to start by changing attitudes that are related to cooking first. The World Health Organization recommended that salt intake should not exceed 2,000 mg. per day or approximately 600 mg. per meal, this caused Thai people to be more difficult to understand. Consequently, we then chose to communicate in the clear and easy to understand; that is, to scoop no more than 1/3 teaspoons of salt per meal. We launched the first LESSSALT campaign at the Kidney Day event. At that time, there were famous doctors and nutritionists giving knowledge about salt intake. Moreover, famous celebrities and influencers brought our campaign to social media, and there was so much content about our LESSSALT which eventually went viral. On the other hand, we have applied them as a tool for educating about salt consumption nationwide by hospital personnel, patients or students.

Describe the PR execution (20% of vote)

The main objective of LESSSALT is to make Thais remember the appropriate amount of salt which is 1/3 teaspoons per meal. We launched the first LESSSALT campaign at the World Kidney Day event. Famous doctors and nutritionists giving knowledge about salt intake and showing cooking demonstrations flavored with LESSSALT spoons. Moreover, famous celebrities and influencers brought our campaign to social media, and there was so much content about LESSSALT which eventually went viral. The campaign period is about 9 months, which is extended from the original plan because of its virality and effectiveness. LESSSALT is not manufactured for sale. On the other hand, we have applied them as a tool for educating about salt consumption nationwide by hospital personnel, patients or students.

List the results (30% of vote)

After we launched the campaign, it raised 15x awareness about saltiness and sodium reduction. There are online and traditional media talking about this spoon until it is a discussion about health problems among Thais. This issue received 110+miliion media impressions and $1.7million earned media. This Campaign also drove ad recall lift +47.5% from the average global norm by the Facebook brand-lift study. Most importantly, there have been global organizations, such as WHO, Facebook, including the Thai government raising funds and supporting this campaign as a teaching tool for salt consumption nationwide. We have succeeded in creating images that are able to alter the long-term salt flavoring behavior of consumers without needing to use our LESSSALT.

Links
Supporting Webpage