• Hidden Salt

    Uncovered by Flies

    'Lower Sodium' Activation Campaign • Health Promotion Board of Singapore

    Sodium. The hero of seasoning.

    Not unsung. Just a little…unseen.

  • 'Salt Blindness'

    Salt is invisible.

    In fact, it’s so invisible in our favourite dishes, 9 in 10 Singaporeans exceed the daily recommended amount by 2,000 mg of sodium daily.

    Salt, is that silent killer.

    Behind high blood pressure, stroke, kidney disease, and even heart failure.

    But the truth is...

    Unless you’re born with extra receptors for sodium. ‘Salt Blindness’ is inevitable.

    So how do we help people see the excess sodium in their dishes?

    Nature's Salt Detectives

    So to help humans see salt.

    We made an unlikely ally.

    Someone…

    who likes salt as much as we do.

    Someone…

    attracted to the salt we don't see.

    Someone…

    born with extra receptors for salt.

    Not just on their mouth.

    But on their legs. And wings.

    Someone...

    Who leaves little clues of what they've eaten in tiny specks of excrement called 'regurgitation'.

  • This is the story of how

    we got flies to sh*t on our ads

    In which fly regurgitation became the artistic brush that visualises hidden salt in everyday Singaporean dishes.

  • Introducing

    The Gallery of Hidden Salt

    We made the hidden salt in food visible to Singaporeans, by feeding Singapore's favourite dishes to the flies.

    An art exhibition curated by the humble house fly and John Knuth — the ‘lord of flies’

    By separating dishes into their elements and blending them with food dye.

    We cooked a feast for our natural salt detectives.

    What’s left behind, are clues to just how much sodium

    is hiding in different parts of our meal.

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    ‘Fried Fish Soup
    with Milk’

    This was a feast for the flies. Though unlike us, they know exactly where most of the sodium is hiding in this dish. It’s in the soup.

    Fun fact: Did you know that half of a bowl of soul contains ~500mg of sodium? Don’t finish the soup, or skip that extra dipping sauce at every meal - to help keep you within the recommended daily sodium limi

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    ‘Mee Rebus’

    Like many of us, a buzz-y friends enjoy a good gravy. However, you can tell by the colourful clues they left behind, just how salty each ingredient is.

    Fun fact: Did you know that the gravy of your mee rebus can make up ~70% of the total amount of sodium in this dish? Not to leave some for the flies, but it might be wise to ask for less, or not finish the gravy to help keep you within the recommended daily sodium limit.

    Section image

    ‘Prata with Curry’

    You probably believe the more curry you add, the better prata tastes. The flies left a little message for you to show just how salty the different parts of your meal can be.

    Fun fact: Did you know that 1 tablespoon of gravy adds ~500mg of sodium to your meal? Ask for less, or skip that extra gravy or sauce at every meal to help keep you within the recommended daily sodium limit.

  • Client

    Health Promotion Board of Singapore

    Agency • TBWA\Singapore

    Senior Copywriter: Jeng | Art Director: Trang Dang | Chief Creative Officer: Peter Khoury | Executive Creative Director: Loo Yong Ping | Creative Director: Gustavo Figueiredo, Yuanheng Gao | Group Brand Director: Michelle Tan | Senior Brand Director: Linda Avriani | Strategy Director: Abhinit Agarwal | Head of Social Strategy: Annie Yuan | Strategist: Shash Yoganathan | Creative Services Director: May Lye | Content Creator: Alif Jani