New World

Thai Health Promotion Foundation is encouraging Thais to reduce their sodium intake with a space-themed campaign that warns the more you eat, the more sodium you store, and the more you risk your life.

The average Thai consumes more than one teaspoon of sodium per day, which is higher than the WHO organization’s recommended daily intake.

With small convenience stores widely spread all over Thailand, the labor force is used to ready-to-eat behavior, with ‘high-in-sodium’ instant and frozen foods becoming their easiest, fastest way to take in their meals in a day, every day. Many people are exceeding their daily intake without knowing that sodium in these foods can store in their body and cause life-threatening diseases if consumed often for many years.

To solve this problem, the Thai Health Promotion Foundation has created a ‘dark mystery’ film that encourages audiences to be sodium-aware and rethink their diet: “Less salt, less disease.”

To communicate this message in a hilarious Public Service Announcement, Leo Burnett Bangkok collaborated with the Thai Health Promotion Foundation to launch a campaign featuring a group of genius space travellers who travel for many years to find the new world and survive amidst the incredible chaos. They won’t starve to death, yet when they finally reach a faraway destination, there is no one left behind.