Singapore – The Health Promotion Board has launched a new campaign with TBWA\Singapore to highlight excessive sodium consumption in Singapore, using striking visuals and public installations to encourage residents to reduce salt intake and rediscover authentic flavours.
Titled “Salt Buries True Flavours”, the initiative draws attention to high sodium consumption levels in Singapore, where residents consume about 3,600mg daily, nearly double the level recommended by the World Health Organization.
The campaign links excess sodium intake to dulled taste perception and promotes a three-week reduction period that may help restore sensitivity to natural flavours.
A central feature of the campaign is The Gallery of Hidden Salt, an immersive installation staged along the Orchard MRT linkway between ION Orchard and Wisma Atria from 26 February to 25 March.
The exhibition uses provocative artworks to visualise excess sodium in everyday meals, turning an invisible health issue into something tangible for commuters.
The campaign is supported by a retro-inspired film depicting a character guided by his ancestors through a three-week effort to reduce sodium intake.
The film offers practical suggestions such as choosing lower-sodium options, using less sauce, and challenging common misconceptions, including the belief that gourmet salts are healthier or that drinking water offsets salty meals.
“The insight that guided us was simple yet powerful. It opened the door for a creative approach that empowers, not lectures. From The Gallery of Hidden Salt to our campaign film, Salt Buries True Flavours turns the science of taste into experiences Singapore residents can see, feel, and relate to,” said Loo Yong Ping, executive creative director, TBWA\Singapore.
“Together, they show that reducing salt is not a sacrifice, but a path to rediscovering the flavours that were always there,” he added.
The campaign comes amid growing concern over diet-related health risks in Singapore, where hypertension affects about one in three residents.
The Health Promotion Board has also produced a practical three-week guide with simple steps to help residents reduce sodium intake at home and when dining out, supporting gradual and sustainable dietary changes.
