Salt is easy to ignore until you look at the numbers. Ahead of Salt Awareness Week, research found 58% of people are not concerned about their salt intake, 86% do not know the recommended daily amount and 41% were unaware of the link between salt and high blood pressure. We built LoSalt's broadcast PR campaign around those gaps, putting a GP and medical commentator alongside a salt expert from LoSalt on air across a radio day of interviews. They explained how a high salt intake raises the risk of heart attack and stroke, and how a reduced sodium option like LoSalt makes cutting down easy. The campaign secured 20 items of radio coverage reaching 3.4 million listeners, including Sky News Radio.
20Items of coverage
3.4 millionCombined reach
2h 02mTime on air
The story
LoSalt, Salt Awareness Week
The aim
LoSalt wanted to raise awareness of LoSalt as a way to cut sodium in the run-up to Salt Awareness Week.
The message
A high salt intake is a major factor in high blood pressure, raising the risk of heart attack and stroke. For people who cannot go without salt, a reduced sodium option like LoSalt is an easy way to cut sodium.
The angle
Ahead of Salt Awareness Week, research found 58% of people are not concerned about their salt intake and 86% do not know the recommended daily amount. 41% were unaware of the link between salt and high blood pressure.
On air
A GP and medical commentator and a salt expert from LoSalt
The result
20 items of coverage reaching 3.4 million, including Sky News Radio.
About Salt Awareness Week
Salt Awareness Week is an annual campaign run by Action on Salt and World Action on Salt, Sugar and Health. It encourages people and the food industry to cut salt, with a UK aim of no more than 6 grams a day, to lower the risk of high blood pressure, heart disease and stroke. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Salt Awareness Week for 2027?
Salt Awareness Week usually runs in the spring; the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
