Thai Health Promotion Foundation launch tiny seasoning set to raise awareness on over-seasoning via Dentsu One Bangkok campaign

Dentsu One Bangkok has teamed up with the Thai Health Promotion Foundation to launch The Seasoning of Change – a tiny seasoning set that hugely saves lives. A micro-moment awareness that immediately changes Thai eating Behaviours for the better.

Every type of food is already seasoned in the kitchen. However, Thailand is unique in its love for additional seasoning, despite Thai cuisine being renowned for its rich flavours compared to other cuisines. “Seasoning Set” is also a “Must Have Item” in every restaurant in Thailand because of the Thai habit of adding extra seasoning.

This habit has led to non-communicable diseases (NCDs) such as kidney disease, hypertension, diabetes, heart disease, etc. These health issues are the number one cause of death globally and in Thailand, with as many as 37 deaths every hour.

Since it would be impossible to make Thai people stop seasoning their food, Dentsu One Bangkok in instead created this campaign aiming to reduce Thais seasoning behaviour immediately. The Thai Health Promotion foundation launched “The Seasoning of Change”, a tiny seasoning set that hugely saves lives. It’s a seasoning set that calculates the right amount of seasoning for one meal, which can reduce the amount of seasoning by more than three times.

This healthy seasoning set not only creates an interest that aligns with the familiar seasoning behaviour of Thai people, but it also fosters a new, correct seasoning habit that is better for long- term health.

Thai Health replaces regular seasoning sets in famous restaurants nationwide with the healthiest seasoning sets to create a trend and initiate conversations about the seasoning habits that Thai people have misunderstood for decades. By providing correct information, this will prompt immediate action to change seasoning behaviours.

More than 400 famous restaurants nationwide have joined the campaign, bringing the tiny seasoning sets to their restaurants, resulting in over 3 million impressions.

Say goodbye to the habit of over-seasoning and chronic noncommunicable diseases, season Less for a Better Life.

Credits
Client: Thai Health Promotion Foundation
Agency: Dentsu One Bangkok
Chief Creative Officer: Subun Khow
Executive Creative Director: Paroon Suthaveepramochanon
Creative Director: Monchai Visuttinont
Copywriter: Sutassarin Ankumpoch, Monchai Visuttinont, Pawina Thuamsaeng, Subun Khow Art Director: Nattapat Jitrungruengnij, Paroon Suthaveepramochanon
Traffic: Fawalai Sawasdiwethin
Producer: Chananad Jearakul
Account Director: Nutvariya Jintananuparb
Account Executive: Phasin Mungfidee