The first step in resolving a problem is by beginning 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.

To avoid excuses, people were able to have free medical tests at the Foundation and to get a salt shaker in supermarkets, restaurants and public places.

People became closer to Fundacion Favaloro and discovered its high quality service. And above all this, they are now aware of how bad is excessive consumption of salt for their health.

The NGO Fundación Favaloro is a university hospital focused on preventive medicine. It is the largest Institute of Cardiology in Argentina.

The WHO recommends the daily consumption of 5g while, in Argentina, this daily consumption of salt is around 15g.

A reduction of 3g from the population’s daily intake of salt would prevent nearly 6,000 deaths and 60,000 incidents every year.

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.

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.

The first step in resolving a problem is by beginning 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.

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