Liming with Gran

Client: Genomics England & Cambridge University

In the UK, one in 17 people have or are at risk of developing a serious genetic condition - many of which could be prevented through family health conversations. Yet, in the UK’s Caribbean community, these conversations were rare due to cultural taboos. This silence had dire consequences: Caribbean men face a two-thirds higher risk of stroke, while cancers and heart disease account for nearly 65% of deaths.

To break the stigma, the University of Cambridge and Genomics England engaged us to create a culturally resonant solution. Our insight? ‘Liming’- the Caribbean tradition of gathering to talk, laugh, and bond. We tapped into a beloved pastime: dominoes. We designed a bespoke handcrafted domino set, engraved with conversation-starting questions about family health. The game featured patterns inspired by 1950s Caribbean homes in London and colours reflecting the Caribbean landscape. The iconic Empire Windrush font, by Caribbean designer Greg Bunbury, paid tribute to the Windrush generation. We launched with a heartfelt film featuring Jean, an 84-year-old Windrush elder, and her grandson, Tré, playing with our custom set. An outdoor campaign amplified the message across the London Underground, shopping centres, and Caribbean neighbourhoods. Domino sets now live in barbershops, community centres, cafes, and churches - bridging generations and opening life-saving conversations. The NHS has since adopted the initiative, launching its first event to raise prostate cancer awareness.