Shasta County was selected by the Health & Human Services Agency as one of five counties nationally to participate in a trial effort aimed at educating citizens about the health benefits of reducing their sodium intake. Shasta County Public Health hired creative firm LGH Marketing/Strategy to create a campaign mascot and a series of videos to appeal to the primary demographics - children, who can influence their parents' grocery buying; and adults over 50, who are statistically likely to have high blood pressure. This is an overview of the methodology used, examples of the work, and contact information if you're interested in creating a meaningful, memorable campaign for your business or organization. See other examples at www.lghmarketstrategy.com CONTENT Campaign Overview: The average American eats more than twice the recommended daily allowance of sodium. But the problem isn't the saltshaker - nearly 80% of the salt we eat is already present in processed and restaurant food when we buy it. Many of these foods don’t have a “salty” flavor, and sodium is an often unexpected ingredient people wouldn't associate with the foods they consume. Why Saul? Americans are inundated with messages and warnings about health and dietary concerns. This can cause information overload and key messages can get lost in the mix. This sodium awareness campaign looked at the local demographic and the key target audience (families with young children) and decided to use humor and a campaign mascot (Saul the Salt Monster) as a way to penetrate the health awareness landscape. Some of the issues include: 1. 1 out of every 3 Shasta County residents have high blood pressure. 2. Children often have an impact on which foods parents buy while grocery shopping. The silly character appeals to young and old alike, but especially with young children. Who is Saul? A lovable salt crystal helping area residents get informed about the issues related to high sodium diets. His growls and facial expressions might be initially misunderstood, but he soon wins over his audience with his simple message and helpful tips. Saul’s key mess age: Each video repeats information about the diseases linked to high sodium diets and mentions some of the popular foods that may have hidden sodium content. Why social media? One of the ways people share information is via online social media platforms. One of the most popular types of messaging for sharing includes video or photos with humor or sarcasm. Saul’s story: Saul is a misunderstood salt crystal who is looking out for the health of Americans by showing them lower sodium options and educating them about sodium awareness. Why clay-mation? Standing out against the online universe filled with video content is challenging, but this classic film tradition - using claymation - gives the Saul videos a unique style all their own. Saul’s 3 Videos : Picnic Scene - depicts a seemingly harmless meal

1. Press & Media Kit Shasta County Health & Human Services Agency
Sodium Reduction Awareness Campaign 2012
Saul the Salt Monster
Learn about Saul’s approach, key message and outreach
Campaign Overview: The average American eats more than twice the recommended daily allowance of
sodium. But the problem isn’t the saltshaker - nearly 80% of the salt we eat is already present in processed and
restaurant food when we buy it. Many of these foods don’t have a “salty” flavor, and sodium is an often unex-
pected ingredient people wouldn’t associate with the foods they consume.
Why Saul? Americans are inundated with messages and warnings
about health and dietary concerns. This can cause information overload
and key messages can get lost in the mix.
This sodium awareness campaign looked at the local demographic and
the key target audience (families with young children) and decided to
use humor and a campaign mascot (Saul the Salt Monster) as a way to
penetrate the health awareness landscape. Some of the issues include:
1. 1 out of every 3 Shasta County residents have high blood pressure.
2. Children often have an impact on which foods parents buy while
grocery shopping. The silly character appeals to young and old
alike, but especially with young children.
Who is Saul? A lovable salt crystal helping area residents get in-
formed about the issues related to high sodium diets. His growls and
facial expressions might be initially misunderstood, but he soon wins
over his audience with his simple message and helpful tips.
Saul’s key message: Each video repeats information about the diseases linked to high sodium diets and
mentions some of the popular foods that may have hidden sodium content.
Why social media? One of the ways people share infor-
mation is via online social media platforms. One of the most
popular types of messaging for sharing includes video or photos
with humor or sarcasm. Follow Saul (click icons to the right).
saul’s story: Saul is a misunderstood salt crystal who is looking out for the health of Americans by showing
them lower sodium options and educating them about sodium awareness.
Saul the Salt Monster Media Kit | 1

2. Press & Media Kit Shasta County Health & Human Services Agency
Sodium Reduction Awareness Campaign 2012
View Saul’s videos, slideshow presentations
and listen to radio spots.
Why clay-mation? Standing out against the online universe filled with video content is challenging, but
this classic film tradition - using claymation - gives the Saul videos a unique style all their own.
Saul’s 3 Videos:
Picnic Scene - depicts a seemingly harmless meal enjoyed by two
people, when Saul enters and explains the commonly high levels of
sodium in lunch meats, breads and cheeses.
Click Here To Watch
Grocery Store Scene - shows a mother and child shopping
and considering food choices when Saul enters and explains the high
levels of hidden sodium in frozen and processed foods.
Click Here To Watch
Dining Room Scene - portrays a family enjoying dinner as they
pass popular condiments. Saul enters and explains the high levels of
sodium in barbecue sauce, ketchup and Italian dressing.
Click Here To Watch
Connect with Saul:
View Saul’s Videos on YouTube (click here)
Follow Saul on Twitter (click here)
Be Saul’s Best Friend on Facebook (click here)
Watch Saul’s Slideshow on SlideShare (click here)
Listen to Saul’s Radio Spot (click here)
www.Healthyshasta.org (click here)
Saul the Salt Monster Media Kit | 2

3. Press & Media Kit Shasta County Health & Human Services Agency
Sodium Reduction Awareness Campaign 2012
Click any one of the images to grab your own
Saul meme. Share with your friends on Facebook!
For more information about For more information about
this message, contact: this campaign, contact:
Theresa Tibbett Leah Goold-Haws
Health & Human Services Agency LGH Marketing/Strategy
(530) 229-8487 (877) 478-9470
ttibbett@co.shasta.ca.us leah@lghmarketstrategy.com
Saul the Salt Monster Media Kit | 3