In order to help reduce the amount of salt people consume, we had to take into account that there was a pre-existing problem: people do not realise the amount of salt they consume because they can’t see it.

The first step in resolving a problem is by being able to see it. That’s why, we launched with the Fundación Favoloro #LaSalQueSeVe, during the World Salt Awareness Week: 4 strikingly different coloured salts that help us to become aware of the amount of salt we put in our food. At the same time, people were able to have free medical tests at the Foundation and to get a salt shaker.

We took this idea to supermarkets, restaurants, public places, and social networks.

Since this simple idea, Argentinian people became more aware of the excessive consumption of salt and media all around the region echoed the idea highlighting the constant concern of the Fundación Favaloro for the health of Argentinians.

During the timeframe of the World Salt Awareness Week, people were able to have free medical tests at the Foundation and to get a salt shaker.

We took this idea to supermarkets, restaurants, public places, and the social networks.

Despite a non-existent PR budget, the idea had such dramatic repercussions that the local media and many international ones published the news.

16,122,951 media impressions.

#LaSalQueSeVe was a trending topic in Twitter

The average Foundation’s engagement rate on FB was doubled.

920,000 FB users were reached in just 2 days.

More than 18,000,000 people were reached via radio and T.V.

On Instagram, more than 100 celebrities posted their #salfie

Even Messi took up the cause by promoting the idea via his foundation.