Nowadays, Most Thais consume double amount of salt comparing to the global standard. The main reason is that they put too much salt in food while cooking, resulting in an average of 22 million Thais have been affected by kidney disease, heart disease, high blood pressure. In addition, many serious health risks involved have led to over 3,208 million US dollars in medical expenses nationwide. Thai Health Promotion Foundation aims to make Thais healthier by reducing salt intake from cooking to every meal.

Most Thais consume double amount of salt comparing to the global standard. Since changing consumer behavior is difficult, we have to start by changing attitudes that are related to cooking first. Recently, many various campaigns around the world have campaigned on reducing salt by focusing on information and nutrients. However, there was no one talking about the cooking process, due to the habit of Thais using salt with the prediction method which may exceed the appropriate amount, we; therefore, found a solution by starting to manage the amount of salt per meal in a simple way, no need for them to guess anymore. According to the WHO recommendation, people should consume no more than 2,000 mg. of sodium per day or 600 mg. per meal. It can be said that people need to put salt in food no more than 1/3 teaspoons of salt per meal.

We found a solution by starting to manage the amount of salt per meal in a simple way. According to the WHO recommendation, people should consume no more than 2,000 mg. of sodium per day or 600 mg. per meal. It can be said that people need to put salt in food no more than 1/3 teaspoons of salt per meal. Introducing LESSSALT, the spoon is designed for Thai people to recognize the right amount of salt for cooking which is 1/3 of a teaspoon per meal. When it comes to the time thai people have to put salt, they will be able to get the right amount of it immediately. In order to help people remember the right amount of salt when using a regular teaspoon for cooking, this means that without a LESSSALT spoon, they can still scoop salt in the correct proportion.

Since changing Thai people's behavior is difficult, we have to start by changing attitudes that are related to cooking first. The World Health Organization recommended that salt intake should not exceed 2,000 mg. per day or approximately 600 mg. per meal, this caused Thai people to be more difficult to understand. Consequently, we then chose to communicate in the clear and easy to understand; that is, to scoop no more than 1/3 teaspoons of salt per meal. We launched the first LESSSALT campaign at the World Kidney Day event. At that time, there were famous doctors and nutritionists giving knowledge about salt intake. Moreover, famous celebrities and influencers brought our campaign to social media, and there was so much content about our LESSSALT which eventually went viral. Moreover, the virality of the campaign spread through both offline and online such as TV News, Radio, newspapers and free digital pr contents.

The main objective of LESSSALT is to make Thais remember the appropriate amount of salt which is 1/3 teaspoons per meal. We launched the first LESSSALT campaign at the World Kidney Day event. Famous doctors and nutritionists giving knowledge about salt intake and showing cooking demonstrations flavored with LESSSALT spoons. Moreover, famous celebrities and influencers brought our campaign to social media, and there was so much content about LESSSALT which eventually went viral. The campaign period is about 9 months, which is extended from the original plan because of its virality and effectiveness. LESSSALT is not manufactured for sale. On the other hand, we have applied them as a tool for educating about salt consumption nationwide by hospital personnel, patients or students, 1,000,000 pieces of LESSSALT were distributed to 2,122 schools and organizations.

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. This Campaign also drove ad recall lift +47.5% from the average global norm by the Facebook brand-lift study. 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.