Make it easy for consumers by increasing the availability of low salt foods Make an emotional appeal by focusing on salt reduction at young age Reinforce salt reduction messages via recipes Emphasize the natural taste of foods, not spoiled by salt Need to regularly check blood pressure Need for personalized campaigns, with emotional & connect Address LSM A/B/C via different communication channels Salt-reduction concepts Target mother / caregiver Show typical day for mum packing lunch. As she adds the lunch box items, the word SALT appears, followed by the question MEAL? Do you know how much ‘HEALTHY salt you are giving them? Followed by name of the authoritative body concerned about South Africans health. Important to comply with WHO guidelines for advertising to children and not to make foods look bad, as all foods can fit a healthy diet. Next episodes could show an attractive meal prepared with salt meter and the family enjoying the natural flavor of foods. People receptive when affected themselves People with diagnosed high blood pressure will be highly receptive for low salt messages. Via e.g. dietician & nurses in clinics they need to receive information on main sources of salt and low salt alternatives and (family) recipes. Resource material for dietitians & nurses in clinics should be developed with visuals of typical salt content of foods. Campaigns featuring role models for different for LSM A/B/C can be helpful as well, e.g. know how much salt I eat everyday; do you?..I know how important it is for “I my health; do you?” etc Consistent messaging Create an salt reduction communication platform’, as represented in the ‘authoritative workshop forum, that will use marketing & advertizing skills to communicate to LSM A/B/C via appropriate channels and with consistent messages. With more than 60% of people showing (some) interest in reducing salt intakes, workshop participants realized there is a need to consider the total influencing environment of the consumer, which includes e.g. labeling and consistent communication, when agreeing goals and developing salt reduction approaches. Proposed follow up actions A collaborative group - with Heart and Stroke Foundation in the lead was set up – to take forward the issue of consumer education on salt reduction Group will have to define scope & timings Funding model will have to be deliberated
Make it easy for consumers by increasing the availability of low salt foods Make an emotional appeal by focusing on salt reduction at young age Reinforce salt reduction messages via recipes Emphasize the natural taste of foods, not spoiled by salt Need to regularly check blood pressure Need for personalized campaigns, with emotional & connect Address LSM A/B/C via different communication channels Salt-reduction concepts Target mother / caregiver Show typical day for mum packing lunch. As she adds the lunch box items, the word SALT appears, followed by the question ‘HEALTHY MEAL? Do you know how much salt you are giving them? Followed by name of the authoritative body concerned about South Africans health. Important to comply with WHO guidelines for advertising to children and not to make foods look bad, as all foods can fit a healthy diet. Next episodes could show an attractive meal prepared with salt meter and the family enjoying the natural flavor of foods. People receptive when affected themselves People with diagnosed high blood pressure will be highly receptive for low salt messages. Via e.g. dietician & nurses in clinics they need to receive information on main sources of salt and low salt alternatives and (family) recipes. Resource material for dietitians & nurses in clinics should be developed with visuals of typical salt content of foods. Campaigns featuring role models for different for LSM A/B/C can be helpful as well, e.g. “I know how much salt I eat everyday; do you?..I know how important it is for my health; do you?” etc Consistent messaging Create an ‘authoritative salt reduction communication platform’, as represented in the workshop forum, that will use marketing & advertizing skills to communicate to LSM A/B/C via appropriate channels and with consistent messages. With more than 60% of people showing (some) interest in reducing salt intakes, workshop participants realized there is a need to consider the total influencing environment of the consumer, which includes e.g. labeling and consistent communication, when agreeing goals and developing salt reduction approaches. Proposed follow up actions A collaborative group - with Heart and Stroke Foundation in the lead – was set up to take forward the issue of consumer education on salt reduction Group will have to define scope & timings Funding model will have to be deliberated
IUNSUnilever-Speeding-up-salt-reduction-OVERALL-REPORT-end-2013.docx