The Great A-salt is an action-packed 90-second blockbuster. It’s also a PSA to ask Singaporeans to curb their salt and sodium intake. The film created by Tribal Worldwide Singapore for The Ministry of Health (MOH) in Singapore brings back the partners’ Guardian of Health heroine and has launched in time of Lunar New Year celebrations.  

The new film continues MOH’s Healthier SG initiative, a Singapore-wide campaign aimed at preventive healthcare.

“We leaned into the popularity and appeal of Korean dramas to create an entertaining film that Singaporeans from all walks of life can appreciate,” stated Benson Toh, executive creative director at Tribal. “Reimaging a familiar character while leveraging on food as a talking point for families and friends to engage in, especially ahead of reunion meals and get-togethers. Hopefully, this will serve as a reminder to make healthier choices, especially when it comes to salt consumption.”

Previous efforts have aimed to raise awareness of diabetes among Singaporeans in 2017 through a series of Kung Fu-style films also created by Tribal, which achieved more than 1.3M combined views.

“Healthier SG empowers Singaporeans to take charge of their own health and develop healthy living habits from the get-go this Chinese New Year,” commented Karen Tan, group director of communications and engagement at MOH. “We are thrilled to once again collaborate with Benson and his team on such an exciting project and important message.”

The full campaign covers free-to-air TV, cinema, outdoor, digital and social media.