A nationwide initiative encouraging Singaporeans to reduce their sodium intake by reframing the conversation around flavour, not fear. The campaign centred on the insight that salt dulls the flavours you love, inspiring people to rediscover the natural taste of food with less salt.

Launched with a hero film, the campaign extended across Out-of-Home, social, and on-ground activations, creating a cohesive ecosystem that combined storytelling, behavioural nudges, and design clarity. By using sensory cues and relatable local food culture, it turned a public health message into a simple, human, and actionable idea — demonstrating how creativity and data-informed design can drive real behavioural change at scale.