For the past previous campaign, there were attempts to create fear about this issue through advertising campaigns, but those ads made Thai people dislike watching and turned off the content as research states that the average Thai person consumes more than one teaspoon of sodium per day, which is two times more than what the WHO organization recommends. Thus, how can we pinpoint the cause and encourage Thais to consume less sodium?

To make the film interesting, we use the space-themed to capture people’s attention and twisted it with dark comedy as the film that encourages Thais to be sodium-aware and rethink their diet: “Less sodium, less disease.” By featuring the space travellers who travel for many years to find the new world and survive amidst the chaos. They won’t starve to death due to the frozen foods, yet when they reach the destination, there is no one alive, indicating that sodium can be stored to death.

Finding the real cause of the excessive daily sodium intake which is the habit of eating instant and frozen foods from widely opened convenience stores all over Thailand. To make the information easiest to understand we created the online entertaining short film and make Thai labour force aware that the more you eat, the more sodium you store, and the more you risk your life.

A dark comedy short film about the space travellers who travel for many years to find the new world and survive amidst the chaos. They won’t starve to death due to the instant and frozen foods, yet when they reach the destination, there is no one alive, indicating that sodium can be stored to death.

As recognized throughout social media and community application, this film is currently going viral, especially on the Line application, which Thai people usually use for updating and forwarding real-time news. Moreover, it receives a lot of positive feedback on marketing websites such as Marketech-Apac (bit.ly/3Wrr4IB), The Drum (bit.ly/3j3wN9R), Marketing Oops (https://bit.ly/3R8xYBK).People are excited to watch this ad, we gain gross rating point (GRP) 27% more than previous campaign on the Thai Health Promotion Foundation. We gain more than 84 M. impressions, 6 M.+ view and +70 PR compares with the previous campaign.