Research outputs from ‘Liming with Gran’

Ketchum created a new film and approach to encourage people to start conversations around health and genetics. They conducted their own focus groups to understand how people engage with the Liming with Gran concept and their perceptions on whether it would help to promote conversations about genetics in their own families.

Methodology

Two 1-hour focus groups were conducted, with participants:

  • Aged 25-40, and 41-65
  • Mix men and women
  • All with English as a first language
  • All self-identify as being from a Black, Asian or minority ethnic background
  • Recruited via marketing research panel

Summary

Overall, a very positive reaction to the creative idea, especially the concept of dominoes. The initial reaction of the groups was appreciative of the celebration of Black-Caribbean culture and inquisitive about the deeper meaning behind the film.

The audience appreciated the idea of talking about important topics with families and felt the intergenerational connection was portrayed very well in the clips, it was natural and realistic. People enjoyed the closeness and openness with which the grandmother and grandson spoke. Overall, the concept was very positively received.

It encouraged people to move from the social conversation to meaningful topics (the hard
part), and they are actively prepared to do so after watching the films, although they need some help and wanted tips of how to do so.

Campaign Strengths

  • THE DOMINOES: Dominoes land very well and were a strong central glue in the film. Everyone understood the significance of the dominoes in the film … indicating a family tradition and place for connections. It represents a place to talk freely and be focused on the other person and also as a helpful device where you can move from lighter more social topics to harder meaningful ones.
  • LIV LITTLE: Those videos with the Liv Little introduction, really helped people understand the idea . The intro created framing and intro for what was going to come next. Although some people were unclear who she was and represented.
  • THE WIDER CAMPAIGN: The use of patois captured attention and encouraged people to decode. It piqued their interest. The mix of venue and spaces for the dominoes to be sent in the community, helped continue the idea of conversations. Having dominoes sets with conversation starter questions felt engaging, meaningful, and motivating.

Learnings from the campaign

  • CALL TO ACTION: Overall, the intergenerational relationship and the dominoes were highly engaging but there could have been more clarity about the intention of the campaign and the action point to ‘generate conversations’. Including a clear CTA is critical.
  • CONVERSATION STARTERS: This remains a challenging topic to be open about and the respondents needed a little more direction as to what they should take from the idea, or what exactly they should do next. Calling out ‘conversation starters’ for how to take the conversation forward could really help here. A sharper understanding of what the aim of the film was would help direct people’s attention.
  • THE WIDER CAMPAIGN: The topic matter felt in tune with schools and places already focused on learning. The barbershop feels like a place that could introduce you to the topic on a basic level but encourage you to speak to family at home. Need to be wary that some locations (barbershop) where the interactions may be too social and playful for serious topics. However, it is a place that suits dominoes and it is a space where conversation starters can emerge.

Behind the Scenes: Bringing Stories to Life

Yasmin Godo

Getting the call to work on the “Only Human” series with Cambridge University & RSA Films
was truly a breath of fresh air, coming directly off the back of my Channel4 Random Acts
short “(Un)fit To Work” centring narrative tropes about Disabilities and how this affects
(fictional) people within a work setting, loosely based on lived experiences of real people
with in/visible disabilities. It felt very fitting for my next body of work to concentrate on the
actual anecdotal experiences of Brenda Poku – a Social Sciences researcher living with
Sickle Cell and this has affected and inspired her work, through the lens of a talking-head
Documentary piece.
This Observational Documentary created a very raw and honest dialogue as to the lived
experiences on the stigma of living with a chronic illness, the pain crisis and overwhelm this
can cause, when institutionalised prejudices impact something as small as the urgency in
medical health practitioners providing pain relief. Getting to grips with Brenda’s story was to
want to amplify the voices of the many like her, who have had to suffer in silence without a
means to share their testimony of what needs to be changed, how this can be implemented
and a willingness to be vulnerable in her openness regarding all of the above.
Combining the vision I had for these films with the incredible work of Nathan Addai (Part 1:
Health & Connection to Genetics) Don Dada Studio (Part 2: Fairness & Justice) and Toby
Cato (Part 3: Searching for Sorry) marrying together their respective style of Animation with
the overall themes discussed in each film, was such an enjoyable task. Pieced together with
the work from our amazing crew. Each bringing their own creative flair to the respective
excerpts, carved out from the dictated oral retelling of Brenda’s journey. Storyboarding and
fleshing out their own take on what Brenda has seen and felt, to give the audience a deeper
glimpse into what it is to experience a day in the life of a Sickle Cell warrior.

You can find out more about my work here: https://linktr.ee/yazzypresents

Don Dada

At Don Dada Studio, we had the privilege of being part of Only Human, a film project
aimed at raising awareness about Sickle Cell Disease through the story of Brenda
Agyeiwaa Poku. The film highlights her experiences with racism, marginalization, and
her unwavering strength to support her community.
Our focus was to capture the tone of innocence and vulnerability central to the film.
Through numerous concept iterations, we worked diligently to do justice to Brenda’s
powerful story.
This project is especially close to our hearts at Don Dada Studio, as Sickle Cell Disease
deeply impacts our friends, family, and community. We hope that the film serves as a
vehicle to encourage better genetic treatment for the disease and inspire greater
compassion from healthcare practitioners for those affected.

Nathan Addai

It was an honour for me to be offered the opportunity to animate for this ‘Only Human’
project in the Summer of 2023. At the time my main creative focus was – and still is –
authentically portraying and empowering the black diaspora through animation. Hence, to be
a young black animator looking to build a portfolio of work true to my cultural heritage and
lived experiences as a ‘minority’, this project was a Godsend!
It was my BFI-awarded, BBC-commissioned animated short Mental Roots that was
discovered by RSA Films, which led to their invitation for collaboration. Whilst that animation
was created and awaiting release (2020-2021), Mental Roots also birthed a multimedia
brand with the same name, which delivers further works of animation, podcasting and more
to creatively represent and engage black people in addressing issues affecting their mental
health, wellbeing and identity. With this ‘Only Human’ project fitting thematically with the
focus of Mental Roots, it made sense for me to make this project a client-based animation
under the brand.
RSA Films believed my signature hand drawn, digital 2D style utilised in Mental Roots would
lend itself well to conveying Brenda’s Ghanaian roots and perception of Sickle Cell within her
family and community growing up. My illustrative style was utilised to convey her childhood,
and the first-person perspective (another stylistic choice borrowed from the Mental Roots
animation).
Prior to starting my production, I was invited to the shooting day for the live action elements,
in the RSA Studio in London. This gave me great perspective of the scale of the project, as
well as a a golden opportunity to connect in-person with Yasmin the Director, the other two
animators and the hard-working film and production crew. It was an honour to meet the star
of the project, Brenda Poku – I introduced myself as a fellow Ghanaian who was excited to
hear her story more and animate some elements of her journey with Sickle Cell. Overall, this
day grounded the whole project in a sense of warmth and humanity which inspired my
creative process…
In my character and scene design, it made sense to include Ghanaian art and Kente cloth textures, to give my animation a raw, organic feel. It was an opportunity to celebrate my
Ghanaian roots as well, as I literally scanned some of my Ghanaian clothing to use as
textures for the sky, ground and other elements in the animated scenes.
The repeated imagery of the sickle cells as ‘seeds’ growing into ‘family trees’ was used as a
strong motif representing the acceptance of Sickle Cell in hers and others’ families, and how
the condition unites her community. The most fulfilling part of my creative process though
was attempting visual effects and overlays I had never tried before. I always aim to try
something new with each project. In this case, it was the roto brush affect in Adobe After
Effects, to allow animated layers to be sandwiched in-between Brenda and the studio
backgrounds. This did require frequent communication with Yasmin and the video production
team, in terms of requesting which specific time segments of colour-graded footage I needed
sent back to me, to add animated overlays and send back to them! Though the result of this
experimentation is far from perfect in my view, it adds a unique charm to Part 1 that
illustrates how much Brenda’s upbringing and condition is ‘engrained’ in her.
I find Brenda’s story and message hugely inspiring. I hope our efforts as a collective team of
diverse creatives helps spark real change in how people and communities with Sickle Cell
are seen, and in turn treated.

Considering my busy schedule at the time balancing this project with a full-time job, I am
proud of the outcome and who I became in the process. It has definitely sparked inspiration
for more animated content and projects under the Mental Roots brand, that highlight
multi-ethnic experiences of wellbeing and mental health. To follow Mental Roots’ journey and
fins out more about what we do (including creative school workshops), check out our
website: mentalroots.org. My general portfolio of animation and design is available at
animnathan.co.uk

Behind the Scenes: Awards for ‘In our lifetime’

Using documentary film as a tool to not only explore complex emotional and moral questions but also to socialise those discussions beyond the rooms in which they happen.

For a week in September 2022, 21 people with personal experience of genetic disease travelled from across the UK to the Wellcome Genome Campus near Cambridge to sit as members of the UK Citizens Jury on Genome Editing. The jury members were selected to broadly reflect the demographic make-up of patients who are eligible to use genomic medicine services and genetic counselling in the NHS. To our knowledge this was the first time a citizens’ jury has been convened on this topic in the UK.

Given the magnitude of the question asked of the jurors and the significance of this being not only the first jury on this topic, but also the fact that every juror has lived experience of genetic disease, it was decided from early on in the design process that the entire jury would be captured on camera to create a documentary film of the process. The end product, titled In Our Lifetime, not only succinctly captures the format and process of the jury process, it also captures the thoughts and feelings of the jurors and experts over the course of the week. Produced as a collaboration between Wellcome Connecting Science, film director Mark Downes and Cambridge production company Lambda Films, the film had a cinema premiere on 20 September 2023 which brought most of the jurors back together along with scientists, policy makers and other thought leaders, and has also been selected to four international film festivals to date.

According to director Mark Downes: “The film seeks to explore these complex themes [around human embryo editing] through storytelling. I want to engage audiences in a conversation about the moral and ethical boundaries of gene editing of embryos with CRISPR. I want to present the science accurately while also delving into the personal and emotional aspects of gene editing. I want viewers to empathize with the families facing these life-altering decisions, to grapple with the moral quandaries that scientists and policymakers confront, and to consider the broader societal implications of this powerful technology. Ultimately, my hope is that my film will contribute to a more informed and thoughtful public discourse on the subject of gene editing. It’s a conversation that will shape the future of humanity, and I believe that through the medium of film, we can both inform and inspire positive change, all while respecting the complexity of the issue at hand.”

Mark Downes is the Director and Chief StoryTeller at Green Eyed Monster Films– sustainable films sustainably made; and our talented production partner is Alex Morris, Creative Director at Cambridge production company Lambda Films.

Voices of Empowerment

1. So Much More Than Just a Test

2. The Subtleties and Nuances

3. Walking in Someone Else's Shoes

4. An Important Part of Multidisciplinary Teams

5. "Ripple in a Pond" Effect

6. Fostering Resilience

7. Helping Patients Cope with Bad Results

Working Through Pros and Cons of Difficult Decisions

Does this make you feel anything ?

X

liked it


not at all very

indifferent


not at all very

mentally engaged


not at all very

bored


not at all very

sensed a deeper meaning


not at all very

confused


not at all very

sparked my interest


not at all very

unsettled


not at all very

1 / 8

About this survey

This research is all about connection and so we’d love you to tell us how each film makes you feel.

To read more about our process, have a read of our evidence base page.

Empowering people to make decisions that feel right for them

The ‘Voices of Genetic Counsellors’ film series was developed to explore and convey the work of Genetic Counsellors, highlighting the skills necessary to empower people to make decisions about genetic information that are right for them. The films themselves are a powerful tool for the healthcare profession to draw knowledge about the role and impact of genetic counselling, and the value of research in order to evolve practice.

Only Human

Some people are alienated by and distrustful of advances in medical science and research, especially around DNA and genetics.

The majority of the British public feel that scientists should listen more to what ordinary people think. We agree with them. And we research how to communicate better. Which is why we’ve developed this website.

Watch a video, then use the quick-response survey questions to let us know how you feel about it. There’s a range of videos you can watch, in different genres, tones and lengths.

You can also download them all for free and use them yourself.

If you want to join our consortia, contribute, donate or just be part of the Only Human movement then contact Professor Anna Middleton: kavlicentre@educ.cam.ac.uk

Bringing Stories to Life

Part 1: Health & Connection to Genetics

Part 2: Fairness and Justice

Part 3: Search for Sorry

Does this make you feel anything ?

X

liked it


not at all very

indifferent


not at all very

mentally engaged


not at all very

bored


not at all very

sensed a deeper meaning


not at all very

confused


not at all very

sparked my interest


not at all very

unsettled


not at all very

1 / 8

About this survey

This research is all about connection and so we’d love you to tell us how each film makes you feel.

To read more about our process, have a read of our evidence base page.

Brenda – a documentary in 3 colourful parts

Only Human has worked in collaboration with the world-renowned Ridley Scott Creative studio to illuminate the story of Brenda Agyeiwaa Poku. Intimately captured by feted young director Yasmin Godo, and turned into three short, animated films using the distinctive emerging art of Nathan Addai, Toby Cato, and Alex Zepherin – the films highlight Brenda’s colourful journey to now, the promise of genetics to help people – like her – with Sickle Cell disease, and the ever-present spectre of marginalisation and disadvantage in the NHS.

In our Lifetime

Does this make you feel anything ?

X

liked it


not at all very

indifferent


not at all very

mentally engaged


not at all very

bored


not at all very

sensed a deeper meaning


not at all very

confused


not at all very

sparked my interest


not at all very

unsettled


not at all very

1 / 8

About this survey

This research is all about connection and so we’d love you to tell us how each film makes you feel.

To read more about our process, have a read of our evidence base page.

‘In our Lifetime: The UK Citizens Jury on Human Embryo Editing’

Only Human principal Professor Anna Middleton and her team at Wellcome Connecting Science worked in collaboration with film director Mark Downes to capture a remarkable UK event – a Citizens Jury where ordinary people with lived experience of inherited disease had their say on the moral and ethical dilemmas surrounding ’embryo editing’, i.e. the ability to change the DNA of human embryos to cure inherited disease.

Liming with Gran

Does this make you feel anything ?

X

liked it


not at all very

indifferent


not at all very

mentally engaged


not at all very

bored


not at all very

sensed a deeper meaning


not at all very

confused


not at all very

sparked my interest


not at all very

unsettled


not at all very

1 / 8

About this survey

This research is all about connection and so we’d love you to tell us how each film makes you feel.

To read more about our process, have a read of our evidence base page.

Breaking Taboos with
a Game of Dominoes

This film was made in collaboration with creative agency Ketchum.
The film inspires cross generational conversation amongst first and second generation Caribbean families, stirred up by a fierce game of dominoes. 

The campaign didn’t just stop at a film, there was a targeted outdoor advertising campaign in targeted parts of the UK, bespoke domino sets homed in colleges, barber shops, community centres and even a set flown to Jamaica,
and a premier of the film at the Genesis cinema in London.

Watch Behind the Scenes of Liming with Gran