Winner
Liming With Gran
by Ketchum on behalf of Genomics England, University of Cambridge
Summary of work
Within London’s Black Caribbean community, it’s not just uncomfortable having tough family health conversations; it’s considered taboo. Silence is costing lives. 65% die from genetically linked conditions such as cancer and heart disease. To break down this stigma and get generations sharing vital health history, we studied Caribbean culture and discovered “liming”– the Western equivalent of “chilling and hanging out” over good conversation. Now, we just needed a fresh medium to make liming on family health feel natural. We found it in dominoes. A Caribbean game and tradition. But not just any dominoes. We created a bespoke set inspired by the aesthetics of the islands, and the first to feature scientifically derived questions engraved on the pieces to prompt health conversations as people played.
A film launched our dominoes, starring a UK Caribbean grandma playing with her grandson – screened in local cinemas and transit, rail and shopping centres. Now, our game is in barber shops, community centres, cafes and churches, and used by health institutions.
Our pilot reached 48% of London’s 300k Caribbean population, with 84% reporting the game has made them more likely to talk about their health. The UK’s National Health Service has now officially adopted the sets.
Judges’ comments
‘Liming With Gran’ is an authentic and targeted campaign seeking to change a whole generation’s approach to talking about health, which is incredibly difficult. The team was hyper-focused on the community it wanted to reach, and made excellent use of cultural insights. The creative was great, the storytelling beautiful, and the impact genuine – all achieved with a modest budget. The judges felt privileged to judge this calibre of entry, noting that it is one they will remember for years to come.
