What's Happening?
Genomics England launched the 'Liming with Gran' campaign to encourage Caribbean families in London to engage in vital health conversations. The campaign leveraged a culturally resonant dominoes game to improve health outcomes through better generational
dialogue. Genomics is now standard medicine in the NHS, using DNA to understand hereditary health risks. However, some marginalized UK minority groups, particularly those of Black and Caribbean heritage, distrust genetics research and clinical care. The campaign aimed to break down the taboo of silence and get the Caribbean community talking about family health. The dominoes game was designed to prompt conversations about family ancestry and health, fostering engagement and behavior change.
Why It's Important?
The 'Liming with Gran' campaign highlights the importance of culturally resonant strategies in public health initiatives. By leveraging familiar cultural behaviors and traditions, Genomics England was able to prompt critical family health conversations, potentially leading to better health outcomes. The campaign's success underscores the need for public health strategies that are grounded in cultural understanding and community engagement. This approach can serve as a model for other health initiatives aiming to connect with diverse communities and address health disparities. The campaign's impact on community engagement and institutional adoption demonstrates the potential for culturally grounded approaches to drive meaningful change in public health.
