LoSalt - Combating the deadly ‘salt tooth’

On dining tables all over Britain, a stealthy danger lurks: the alarming rise of excessive salt consumption and the associated health risks. With 9 out of 10 Britons unaware of the NHS-recommended 6g daily limit, and average intake in England at a shocking 8.4g, action must be taken to reduce our salt intake, improving health and saving lives. 

Enter the ‘Stick to 6 Challenge’ LoSalt’s campaign banner: Season with Sense. With the ultimate goal of raising awareness of the 6g daily intake, the challenge was devised and delivered as part of an integrated, multi-channel communications campaign, launched to coincide with Salt Awareness Week.

LoSalt teamed up with nutrition-tracking app, Nutracheck, to get to the heart of the matter – directly inviting consumers to track their salt intake. Delivered alongside strategic partnerships with influencers representing various generations, targeted PR activities, and impactful social media, the campaign not only captured the nation's attention during Salt Awareness Week but also continued to resonate in the weeks that followed, firmly embedding the conversation about hidden salt in the zeitgeist.

With the results defying expectations, the campaign's impact was formidable. Nutracheck user engagement surged, media coverage spanned continents, and statistics spoke of change: 689,000 more Brits are now aware of the dangers of excess salt consumption, the campaign drove a 5% increase in awareness and concern amongst the 35-44 age group, a 7% heightened awareness in London, and 3,500 Nutracheck users tracking salt content alongside calories.

The campaign was delivered in a series of three distinct waves to build a drumbeat of  media and audience interest as well as mitigating campaign fatigue. Pre-launch and mid-launch phases lead to a natural crescendo which aligned with Salt Awareness Week; creating a tidal wave of coverage and conversation that were key in seeing a dial swing on consumer understanding of salt intake.

Overall, LoSalt’s 'Stick to 6 Challenge' campaign has emerged as a powerful force for social good. Going beyond traditional health awareness initiatives, the campaign effectively leveraged digital platforms, strategic partnerships, and influential voices to achieve widespread engagement and encourage healthier choices.