Health Promotion Board launches new low-sodium campaign with experimental installation

The Health Promotion Board (HPB) in Singapore has unveiled a new campaign titled "For the Love of Taste," designed to tackle excessive salt consumption among Singaporeans.

The initiative, developed by Publicis Singapore, is part of the broader #LessSaltMoreTaste movement aimed at encouraging reduced sodium intake for better health in the nation.

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A central element of the campaign is an experiential installation called 'The Art of Taste' at Dhoby Ghaut MRT station B2 Concourse.

Created through TMRRW, a Singapore-based art and motion studio, this interactive generative art project – a first for HPB – invites the public to transform beloved local dishes into vibrant works of art, using generative technology to visually represent the explosion of natural flavours in our food that we can better appreciate when not masked by too much salt.

“Using generative technology to explore what once seemed impossible has unlocked new, impactful ways to connect with consumers. By showing, rather than telling, that less salt doesn’t mean less flavour, we’re inspiring people to discover a new appreciation for the richness of natural flavours, which often go unnoticed,” said Pei Ling Ho, Publicis Singapore executive creative director.

Additionally, the campaign features a cinematic film directed by Royston Tan. Set in the 1960s, the film stars Pierre Png and uses the metaphor of salt as an unwanted third entity in meal enjoyment.

With visuals inspired by Wong Kar Wai and a rendition of 'Singapura Permai,' the film underscores the idea that reducing salt intake can enhance the dining experience.

The #LessSaltMoreTaste initiative is being further promoted through social media, online advertising, and public spaces, emphasizing Singapore's culinary heritage and the natural flavors inherent in local cuisine. Building on the previous "Trust No Tongue" campaign, this initiative provides practical guidance for reducing sodium intake, such as limiting salt use and opting for lower-sodium products.

HPB suggests that making small changes in salt consumption habits can ensure a sustained appreciation for taste.

Starcom Singapore, the master media agency for Singapore Whole of Government, managed the overall media execution, delivering a mix of digital, social, and high-reach public space placements. By teaming up with content creators, they amplified the campaign’s impact, ensuring it resonated with audiences across multiple touchpoints.

The news comes shortly after HPB picked TBWA\ Singapore as its new creative and marketing agency to handle its creative strategy, production, social media, omnichannel marketing work and more.

The results come after a competitive pitch that saw McCann Worldgroup Singapore, Ogilvy Singapore, Publicis Singapore and TBWA\ Singapore going head-to-head. 

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