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.