Empowering a Healthier Nation

Founded in 2001 under Singapore's Ministry of Health, the Health Promotion Board (HPB) is dedicated to creating "A Nation of Healthy People". Their mission? To empower Singaporeans towards achieving peak health, enhancing the quality of their lives, and preventing illness and premature death.

A Health Crisis in Paradise

In a nation renowned for its gastronomic delights, Singapore finds itself battling an alarming health challenge: sodium overconsumption. Residents are consuming nearly double the recommended daily sodium intake—largely due to common staples like salt, sauces, and seasonings. Shockingly, 9 out of 10 people are unaware that their sodium levels are through the roof, with less than a third cognizant of the risks.

Between 2010 and 2022, the incidence of hypertension in Singapore soared, with one in three residents suffering from this condition, some as young as 30. For many, managing hypertension means a lifelong commitment to treatment.

A Strategic Response: The "Trust No Tongue" Campaign

To combat this rising threat, HPB launched a daring multi-year strategy in 2022 to tackle sodium intake, aiming for significant improvements in public health over five years.

Enter the eye-catching campaign film titled "Trust No Tongue". Inspired by 1990s Hong Kong gangster flicks, this light-hearted yet impactful approach transformed body parts into characters in a dysfunctional triad, with Mr. Tongue as the unsuspected villain behind excessive sodium consumption.

Shocking Statistics That Hit Home

The campaign included shocking visuals and staggering facts, such as "Singapore eats a train's weight in salt every four days," illustrated with trains and buses overflowing with salt—designed to jolt citizens into awareness.

Educational Innovation

HPB didn't stop there. They created engaging edutainment content to reveal how much sodium lurks in popular local dishes. By utilizing educational videos and infographics, they made complex health information simple and shareable.

Wide-Reaching Campaign Efforts

The campaign extended its reach through Meta ads featuring eye-catching graphics and narratives centered around the theme, "You can't trust your tongue to taste excess salt." These ads highlighted hidden sources of sodium and offered practical tips to cut down intake. They also leveraged platforms like YouTube and Native Discovery to broaden their audience.

Notable influencers and chefs, such as Tam Chiak, Annette Lee, and Chef Eric, joined forces with HPB, bringing authenticity and credibility to the initiative. Their involvement demonstrated that cooking low-sodium meals can be simple and delicious, further enticing the community towards healthier choices.

Join the Movement!

With campaigns like "Trust No Tongue," the HPB is not just fighting a health crisis—it's reshaping how Singaporeans think about food and health. This compelling initiative is a reminder that knowledge is power in the quest for a healthier nation.