Almost half of population of Portugal has reduced their salt consumption, partly as a result of a mass-media campaign on the risks of high salt intake. The campaign was organised by Dr. Luis Martins at the Fernando Pessoa University of Porto after he and his team discovered that the Portuguese were eating twice the daily recommended amount of salt. Excessive salt consumption has been linked with casual and ambulatory blood pressure and aortic stiffness. As a result of the campaign, food manufacturers have also reduced the amount of salt in their food products and have introduced better labelling. Martins and his colleagues estimate that a reduction of just 1g per day of salt could save up to 2,500 lives a year in Portugal.