In an effort to reduce salt intake and improve heart health, Saatchi & Saatchi Wellness today launched a new song and animated film titled ‘Heart a-salt’. The film, funded by Neptune Bio-Innovations, was developed to raise awareness of salt-related heart disease, and introduces Heart SALT – a healthier alternative to regular table salt, containing 56% less sodium but maintaining the same great taste.

Released to coincide with Salt Awareness Week, this tongue-in-cheek film highlights Aussie’s inappropriate behaviour towards salt at meal time. The video clip and catchy tune, sung by Australian actress and singer, Amy Longhurst, combine to tell the story of one man’s lust for salty food and the effect that this inappropriate behaviour can have on the heart.

“I was chosen to perform ‘Heart a-salt’ because I am used to singing in character. My mission was to belt out the upbeat lyrics from the perspective of an unimpressed wife.”Longhurst continued: “I had so much fun recording the cheeky lyrics. And best of all, the song has the potential to make a difference and potentially save Australian lives.”

Stuart MacKenzie, Senior Production Manager at Monkeystack, added: “The animation throughout the film was carefully considered, ensuring that every food scene mirrored real-life behaviour, albeit in a suggestive and humorous way. A retro illustration style and hand drawn animation was chosen to further enhance the message that the overuse of salt is both outdated and old-fashioned.”

On average, Australian adults consume double the amount of salt recommended by the World Health Organisation.1 18.5 billion kilograms of added salt is consumed in Australia every year, which is enough to fill 760 Olympic sized swimming pools. Heart disease is the single leading cause of death in Australian men.2 The number of cardiac arrests (otherwise known as heart attacks) was 28% higher in men compared to women in 2017,1 with salt abuse being a major contributing factor.3

_______________________________________________________________________
1 NHMRC 2017 Recommendations for Sodium. Available at: https://www.nrv.gov.au/nutrients/sodium.
Accessed: 18 February 2019.
2 Australian Bureau of Statistics. 3303.0 – Causes of Death, Australia, 2017. Released September 2018.
3 Heart Foundation. Available at: www.heartfoundation.org.au/healthy-eating/food-and-nutrition/salt .
Accessed: 15 January 2019.
To support the launch of the film, Saatchi & Saatchi Wellness worked with FORWARD Agency to develop a PR strategy with the specific objective of driving
earned media and social sharing of the creative and shining a light on the wider health issue. This includes working with Accredited Practicing Dietitian, Joel Feren (The Nutrition Guy) to provide practical tips on lowering the sodium levels in your meals.
Client: NBI
Brand: Heart Salt
Advertising Agency: Saatchi & Saatchi Wellness
Executive Creative Director: Craig Chester
Creative Team: Craig Chester, Emily Knight-Kristoffersen
Client Services Director: Samantha Stuart
Original Music/Sound Design: Luke Mason, Stellar Studios
Animation: Monkeystack, Adelaide
PR: FORWARD Agency, Sydney
Head of Marketing, NBI: John Cox