Neptune Bio-Innovations (NBI) has created a campaign to raise awareness around salt-related heart disease and get Australians to reduce their salt intake and improve their heart health.
To combat this, NBI unveiled a new song and animated film titled ‘Heart a-salt’ with the help of Saatchi & Saatchi Wellness. The agency tapped Australian actress and singer, Amy Longhurst, to tell the story of one man’s lust for salty food and the effect that this inappropriate behaviour can have on the heart in the film.
Research by the World Health Organisation has shown on average, Australian adults consume double the amount of salt recommended at 18.5 billion kilograms, enough to fill 760 Olympic sized swimming pools.
Heart disease is also the single leading cause of death in Australian men and the number of cardiac arrests (otherwise known as heart attacks) was 28% higher in men compared to women in 2017, with salt abuse being a major contributing factor.
“The animation throughout the film was carefully considered, ensuring that every food scene mirrored real-life behaviour, albeit in a suggestive and humorous way,” said Stuart MacKenzie, the senior production manager at Monkeystack, the animation studio that produced the film.
“A retro illustration style and hand-drawn animation were chosen to further enhance the message that the overuse of salt is both outdated and old-fashioned.”