Indy Selvarajah Chief Creative Officer

ABOUT

Within London’s tight-knit Caribbean community, it’s not just uncomfortable having tough family health conversations; it’s considered taboo. This silence is costing lives. 65% die from genetically linked conditions such as cancer and heart disease, and Caribbean men are two-thirds more likely to suffer a stroke.

To break down this stigma and get generations of families sharing vital health history, we took a deep dive into Caribbean culture and discovered “liming”– the Western equivalent of “chilling and hanging out” over good conversation and laughter. Now, we just needed a new medium to make liming on family heritage and health feel safe and natural.

We found it in dominoes, a beloved game among generations of Caribbeans. But not just any dominoes. We created a bespoke set inspired by the history, lore and colours of the islands, with scientifically-derived questions engraved in the pieces to prompt casual health conversations as people played. A film launched our set, starring a first-generation UK Caribbean grandma playing with her grandson – screened in local cinemas and transit, rail and shopping centres. Now, our game is in local barber shops, community centres, cafes and churches, and used by leading UK academic and health institutions.

Our pilot campaign reached 48% of London’s 300k Caribbean population, with 84% reporting the game has made them more likely to talk about their health. We secured 64 pieces of targeted earned coverage, and the UK’s NHS (National Health Service) has now officially adopted the sets starting with events around prostate cancer and diabetes.

MADEIT CREDITS

  • University of Cambridge & Genomics EnglandClient
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