Health Promotion Board sends out PSA to lower salt intake and focus on flavor with Publicis Singapore [Video]

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SINGAPORE — In a nation known for its rich culinary culture, Singapore residents value their sense of taste to fully appreciate the food they love. But excessive salt consumption can dull our taste buds over time and reduce our sensitivity to salt. This is the key message that the Health Promotion Board (HPB) seeks to deliver with the latest integrated campaign, “For the Love Of Taste,” developed by Publicis Singapore for HPB. This is part of HPB’s nationwide #LessSaltMoreTaste movement, which encourages the use of less salt to reduce Singapore residents’ sodium intake for better health.

At the heart of this integrated campaign is “The Art of Taste,” an experiential installation at Dhoby Ghaut MRT station B2 Concourse, which is now running until December 05. Created through TMRRW, a Singapore-based art and motion studio, this interactive generative art project – a first for HPB – invites the public …