Liming with Gran

Client: Genomics England and University of Cambridge

Generations of London’s Black-Caribbeans weren’t having vital conversations about family health history. Silence is costing lives. 65% die from genetically linked conditions such as cancer and heart disease.

We needed a new medium to create a safe space. We found inspiration in a Caribbean game tradition – dominoes – and designed a bespoke set: the first to incorporate health-related questions into gameplay and encourage “liming,” a familiar conversational behaviour among islanders.

Our campaign reached 48% of our target. Sets are embedded throughout the Caribbean community, and the NHS has officially adopted it to drive health conversations, one lime at a time.