Thai Health Promotion Foundation, in collaboration with CJ WORX created the spoon is designed for people to recognize the right amount of salt for cooking per meal. Most Thai people consume double amount of salt comparing to the global standard. For this reason, 22 million people have been affected by critical illnesses due to high salt intake cause Thailand lost $3,208 Million for the cost of treatment. The idea, we created an easy way to recognize the right amount of salt for cooking per meal. Thai Health Promotion Foundation Presents LESSSALT, the spoon is designed for people to recognize the right amount of salt for cooking, which is 1/3 of a teaspoon per meal. (*Calculated from the amount of salt recommended by the WHO.) In order to help people recognize the right amount of salt when using a regular teaspoon.
Philosophy
We created an easy way to recognize the right amount of salt for cooking per meal. Thai Health Promotion Foundation Presents LESSSALT, the spoon is designed for people to recognize the right amount of salt for cooking, which is 1/3 of a teaspoon per meal. (*Calculated from the amount of salt recommended by the WHO.) In order to help people recognize the right amount of salt when using a regular teaspoon.
Problem
Most Thai people consume double amount of salt comparing to the global standard. For this reason, 22 million people have been affected by critical illnesses due to high salt intake cause Thailand lost $3,208 Million for the cost of treatment.
Result
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. 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.