Bangkok, Thailand – Leo Burnett Thailand, in collaboration with Thai Health Promotion Foundation, released a new campaign that encourages Thais to reduce their sodium intake.
The campaign featured a short space-themed film titled ‘New World’ along with the theme ‘Less salt, less disease’, which encourages its audiences to be sodium-aware and rethink their diet.
The short film’s story revolved around a group of genius space travellers, travelling for many years to find the ‘new world’ and surviving by eating sodium-rich food. It ended with the space travellers perishing just before arriving ‘new world’.
The campaign is in response to small convenience stores being widely spread all over Thailand and the labour force being used to ready-to-eat behaviour with ‘high-in-sodium’ instant and frozen foods.
‘New World’ follows the recent launch of Thai Health Promotion Foundation’s ‘Oasis’ campaign, which encourages Thais to consume less sugary drinks.
Leo Burnett Thailand has also previously released a futuristic campaign in collaboration with credit card brand First Choice, titled ‘Mafia of Digital World’.
