Swap Salt Away! Says Tribal in Its Hari Raya Rap for the Ministry of Health

Tribal Worldwide Singapore’s latest TVC is leading the Ministry of Health’s (MOH) fight against excessive salt use among Singaporeans. Under the Healthier SG banner, the agency is urging locals to make healthier choices and opt for salt and sodium alternatives during Hari Raya meal preparations. 

 

On average, Singaporeans consume 3,600 mg of sodium per day, or two teaspoons of salt daily – almost double the WHO’s recommended limit of 2,000 mg or one teaspoon limit. Excessive use of salt increases the risk of hypertension, also known as high blood pressure – a condition that currently affects around one in every three people in Singapore. 

 

Starring Rahimah Rahim, acclaimed director Royston Tan leans into the power of musical to tap into the festive spirit with an important message. The video enlists the help of ‘maciks’ – nurturers within the Malay community – to advocate for the use of spices, fruit, vegetables, and other healthy alternatives in festive favourites like Ayam Masak Merah and Sayur Lodeh. 

 

“My macik friends always say it’s like a musical every time they cook,” said director Royston Tan. “So that’s what we set out to achieve - using music to get the message across,” added the award-winning filmmaker.

 

“Eat less salt and feel healthier! At home, I seldom use salt in most of the dishes I cook because the ingredients are good enough. I typically add turmeric and other spices like cumin, garam masala, and coriander,” shared Rahim, veteran performer and winner of the Cultural Medallion 2021. 

 

“This wonderfully catchy TVC is a festive reminder to curb salt consumption and pursue a healthier lifestyle. Alternatives like lower sodium salt, spices, and fruit are very effective at bringing out natural flavours in our much-loved dishes,” said Karen Tan, Group Director of Communications and Engagement at the MOH.

The campaign follows Tribal’s action-packed film cautioning against excessive sodium consumption released ahead of Lunar New Year. ‘The Great A-Salt’ brings back an iconic health heroine to wage war against salt villains wreaking havoc on a festive gathering.

Watch the film below: