Swap salt! says Tribal for Hari Raya

INTRODUCTION:
On average, Singaporeans consume 3,600 mg of sodium per day, or two teaspoons of salt daily – almost double the WHO’s recommended limit of 2,000 mg or one teaspoon limit. Excessive use of salt increases the risk of hypertension, also known as high blood pressure – a condition that currently affects around one in every six people in Singapore. Under the Healthier SG banner, the Ministry of Health joined forces with DDB to urge locals to make healthier choices and opt for salt and sodium alternatives during Hari Raya meal preparations.

INSIGHT:
Food is an integral part of Malay culture. It brings families and friends together, reflecting the tight bonds and relationships within the community. It’s even more evident during Hari Raya Puasa – a celebration of cooking at the end of the Ramadan month of fasting.

IDEA:
Starring Rahimah Rahim, Tribal Worldwide Singapore joined forces with acclaimed director Royston Tan to create a TVC fit to lead the fight against excessive salt use.

‘Swap it Away’ is a celebration of cooking through music and dance. The one-minute film enlists the help of ‘maciks’ – nurturers within the Malay community – to advocate for the use of low-sodium salt or other spices and ingredients like turmeric, cumin, garam masala, coriander, fruit, and vegetables to add flavour to festive dishes. Using healthier options, says the TVC, enhances the care that goes into every dish to ensure many more happy and healthy years for the family to spend together.