Liming With gran University of Cambridge/Genomics England

Client: University of Cambridge/Genomics England

Dir.Tom Day

Production Company: Outsider

Social Ad/OOH/Social

Historically, among minority groups there has been a lack of understanding and mistrust about DNA and genetics and therefore a shying away from discussing it. The Only Human initiative, from the Kavli Centre for Ethics, Science and the Public, University of Cambridge seeks to break down those barriers, making information about genetic medicine and what it can do, more relevant and accessible.

“Liming with Gran” is a campaign that celebrates shared heritage and identity by asking the Caribbean community to open up about their health and inherited medical conditions to encourage de-stigmatising the subject of genetics. By having conversations with our cross generational family, we are empowered with knowledge that can help inform our health,  wellbeing and future research in the subject.

The film, fronted by author and gal-dem founder Liv Little uses a game of dominos between grandmother Jean, 84 and her grandson Tré, 29, as a mechanism to openly discuss family health.

Featured:

https://www.campaignlive.co.uk/article/university-cambridge-genomics-england-%e2%80%9climing-gran%e2%80%9d-ketchum/1891881

https://lbbonline.com/work/121708